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Volvo Cars

Volvo XC90

SUMMARY

The global launch campaign introduced the 'new Volvo' to the world, and sold it even before it had been built.

To launch a car that doesn’t exist yet, position the brand in the premium segment and create desire for a product that can’t be experienced physically, we created a virtual launch of the all-new Volvo XC90.

The global launch campaign introduced the 'new Volvo' to the world through digital channels, inviting pioneers to claim their unique special edition cars and introducing the XC90 to potential buyers with a virtual test-drive using Oculus Rift.

We crafted a digital showroom where people could not only explore the all-new XC90, but also buy the car. 

The 1,927 first edition cars were sold exclusively on the campaign website, and even on Facebook. The web shop opened September 3rd 2014, with the last car sold 47 hours later. At its peak, we sold 7 cars a minute.  

The campaign was awarded at; Epica, Echo Awards, AME, Lovies, Cristal Festival, Guldnyckeln, 100-Wattaren, Creative Circle, Danish Internet Award, Danish Digital Award and FWA Site of the Day.