Grey: Volvo’s Street Configurator

When the COVID-19 lockdowns shut down car showrooms and motor shows, Volvo needed to come up with new way to showcase its cars to potential buyers.

Volvo and FamousGrey developed an app, Volvo Street Congifurator, that aims to turn the streets into one giant showroom.

App users can take a photo of any Volvo car they spot, upload it, and the tool uses AI to provide every detail about the model, colour, trim, and wheels. The app then redirects users to the Volvo website to finalise the configuration and directs them to either a nearby retailer or the option to buy online.

To ensure the app worked seamlessly and featured all Volvo options and models, the agency amassed more than 100,000 images of models, colours and trims all collected using a combination of Google and 3D models. FamousGrey manually collated 10,000 photos with the help of three professional photographers who captured cars on the streets.

The launch of the tool is supported by a how-to video and an out-of-home campaign, which was also promoted by local influencers and Volvo ambassadors on social media.

“The cancelation of the Brussels Motorshow was a commercial challenge, but this tool turns out to be a great solution that also fits perfectly into the evolution we’re making towards online sales," said Collin Vermoesen, commercial marketing and business manager at Volvo Cars Belux. "An innovation like this meets both our commercial and global sustainability objectives, so it has great potential and has international potential.”

“The Volvo Street Configurator is a great example of how creative thinking combined with technology can solve a business problem," added Peter Ampe, creative partner at Famous Grey. "Since we launched the application, I’ve become aware of every Volvo on the street. I hope it has the same effect on the consumer."