How do you convince fans of luxury brands like Mercedes and BMW to consider buying a Volvo instead? You hijack them.

Agency We Believers created fake ads that popped up at the top of potential luxury car buyers' Google searches that offered the customers free rides to the dealership of brands they searched -- but as it turns out, the rides were in Volvos, where passengers got fiteen minutes riding in the car while the driver talked up its merits compared to other automakers. The campaign ultimately convinced three out ten buyers to head over to the Volvo dealer instead and according to the agency, during the month of the promotion, the campaign was able to increase sales by 27%.