Volvo Cars | Limited Edition Sell Out | Delivered while at LBi, Sweden
The challenge:
Volvo wanted to launch the all-new XC90 differently. No dealerships. No test drives. No showroom floors. Just a digital experience that had to do all of that work on its own, and convince people to part with serious money without ever touching the car. Before this, people could only buy a Volvo at a dealer. That was about to change.
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The thinking:
This wasn't a campaign built around a product. It was built around anticipation. Content came first, deliberately drip-fed through social media to build desire before anyone could buy anything. By the time the digital showroom opened, people were ready.
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The idea:
An integrated campaign with four connected parts. An editorial content plan that teased the XC90 day by day, building curiosity and want. A digital showroom designed to present the car at a level the website had never seen before. A virtual reality experience on the floor of the car show, letting people feel the car before it existed in their hands. And finally, the e-commerce release that turned all of that anticipation into 1,927 sales in 47 hours.
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The result:
1,927 cars sold in 47 hours.
An award-winning campaign. And a sell out, in the best possible sense.
Everyone loves a sell out
The challenge:
Volvo wanted to launch the all-new XC90 differently. No dealerships. No test drives. No showroom floors. Just a digital experience that had to do all of that work on its own, and convince people to part with serious money without ever touching the car. Before this, people could only buy a Volvo at a dealer. That was about to change.
The thinking:
This wasn't a campaign built around a product. It was built around anticipation. Content came first, deliberately drip-fed through social media to build desire before anyone could buy anything. By the time the digital showroom opened, people were ready.
The idea:
An integrated campaign with four connected parts. An editorial content plan that teased the XC90 day by day, building curiosity and want. A digital showroom designed to present the car at a level the website had never seen before. A virtual reality experience on the floor of the car show, letting people feel the car before it existed in their hands. And finally, the e-commerce release that turned all of that anticipation into 1,927 sales in 47 hours.
The result:
1,927 cars sold in 47 hours.
An award-winning campaign. And a sell out, in the best possible sense.