Volvo had very poor unaided awareness among the "urban rebels" for whom the XC90 was built. Our hack was to stop thumbs by giving them a role--we made the thumb the car. We designed routes through the product’s key-markets, highlighting the defining features of those cities. and then targeted the videos geographically. Inquiries about the XC90 rose by 48% in those markets with 30% of those attributable to click-through from these videos.