Volvo and FamousGrey to launch the first AI car recognition app

When the Brussels Motorshow, a crucial sales touchpoint for car brands, was cancelled, FamousGrey had the idea to develop the ‘VolvoStreet Configurator’, a disruptive digital tool that recognises the exact configuration of every Volvo you come across. The tool makes Volvo the first car brand to enable model recognition through AI and is in line with the brand’s ambitious climate goals. 

In their 2030 objectives, Volvo announced they are going to sell cars in a new, more sustainable way. The ‘Volvo Street Configurator’ does just that, as it offers you valuable information about every Volvo you come across. Saw a Volvo you like in the streets? Just take a picture, upload it on the application and the new tool will give you every detail about the model, colour, trim level and wheels. The tool will then redirect you to Volvo’s website to finalise the configuration and refer you to either a closeby retailer or to buy the car online. Through AI, the tool connects real life with e-commerce, which brings Volvo a little closer to revolutionizing the way we buy cars.

A.I. training with 100,000 pictures

The creative agency behind this disruptive tech product is FamousGrey, who also came up with the campaign ‘The Street is Our Showroom’ of which this tool is the star. The ‘Volvo Street Configurator’ is the first tool that recognizes an entire car range through AI. One of the biggest challenges to create the configurator was the data collection. For this, the agency collected more than 100,000 images of models, colours, rims, etc. This information was collected by a combination of Google and 3D-models, which were placed in a real-life simulation by computer. 10,000 photos were collected manually by FamousGrey and by 3 professional Belgian street photographers who captured the cars in their natural habitat. The images of these photographers were not only used as data, but also for the campaign ‘The Street is Our Showroom’ to show the omnipresence of Volvo in the Belgian streets.

“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.” -Collin Vermoesen from Volvo Cars Belux. ​

“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,” says Peter Ampe, Creative Partner at Famous Grey.

To launch and support the tool, FamousGrey also created a how-to video and a OOH campaign. The images shot by the street photographers are also exhibited at 60 Volvo dealers in Belgium and Luxembourg. 15 Benelux influencers and Volvo ambassadors gave extra visibility to the Street Configurator on their social media channel by turning the streets into a showroom for their passion. They were also the first audience to test the tool and evaluate its readiness to be officially launched.

©David Goffin

©David Goffin©Natascha Bintz

Credits:

Client: Volvo Car Belux

Client contacts: Lolita Swanet, Collin Vermoesen, Eva Loeckx, Joshua Vandeput, Sarah Standaert

Agency: FamousGrey

Excecutive CD: Peter Ampe

Creative team: Eva De Jonckheere, Catheline Leroy, Yana Gestels, Zoé De Priester

Account team: Olivia Naudts, Matthias Roose, Maxine Heylands

Strategic planner: Floris Adriaenssens, Wies Dickens

Creative planner: Kirsten Vanderbeke

Head of digital: Joachim François

Project Manager: Klaartje Vanmulders

Digital strategist: Wies Dickens

Webmaster: Stijn Swinnen

Digital design: Sacha Lempereur

Developer: Arno Vanbiesen

Html developer: Nele Boets

Social creative: Yarne De Schrijver, Laureen Delbauche, Sarah De Prez

Production: FamousGrey Productions

Producer: Gaelle Haesaert, Lisa Cuypers

Photographers: Wouter Van Vaerenbergh, Mehdi El Taghdouini, Thomas Switn Sweertvaegher

Editor: Gilles Desplanque

DTP: Franco Scaramuzza, France Cleves

Project Managers: Paula Helm and Fabio Magalhaes. Support of Gabriela Ruiz

Solution Architect Manager: Ivan Cavalheiro.

Production Lead: Nicole Citton ​

XR Developer: Thiago Fredes ​

Business Analyst: Lennon Cardoso

QA Analyst: Maureen Souza

3D Artist: Luciano Soares

Broadcast Director: Ricardo Kertesz

PR agency: FamousRelations

PR contact: Déborah De Klerck, Astrid Jacobs

Media agency: Mindshare

Media contact: Charlotte Massa, Jelle De Wit