IT’S a case of rethinking technology as one of Volvo’s European agencies came up with an app that turns the streets into one giant Volvo showroom.

Volvo brand activation agency, Belgium-based FamousGrey, was charged with getting people to think about their next car in the midst of a pandemic, when showrooms are closed and motor shows are cancelled.

It started with the cancellation of the Brussels Motor Show last month and its postponement until next year because of the ongoing COVID-19 pandemic.

FamousGrey developed an app Volvo Street Configurator that creates the street showroom.

The agency said people can take a photo of any Volvo, then upload it and the app uses AI to provide every detail about the model, colour, trim level and wheels. It will then redirect the user to Volvo’s website to finalise the configuration and refer them either to a nearby retailer or to buy the car online.

Volvo said in a statement about the app that FamousGrey collected more than 100,000 images of models, colours and trims via a combination of Google and 3D-models. These were placed in a real-life simulation by computer.

In addition, 10,000 photographs were collected manually by FamousGrey and by three professional photographers who captured the cars on the streets.

The launch of the app is supported by a how-to video and an out-of-home campaign. It’s also being promoted on social media channels.

It is being activated in Belgium and will be rolled out to other markets.

Volvo Cars Belux (Belgium Luxembourg) said in a statement that: “The cancellation 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.

“An innovation like this meets both our commercial and global sustainability objectives, so it has great potential and has international potential.”

FamousGrey creative partner Peter Ampe said: “The Volvo Street Configurator is a great example of how creative thinking combined with technology can solve a business problem.”

“Since we launched the application, I have become aware of every Volvo in the street. I hope it has the same effect on the consumer.”

By Neil Dowling