VOLVO XC40 LAUnCH ACTIVATIONLife commands less
In a world of more, the Volvo XC40 gives drivers only the necessary. Its interior design is non-traditional; redefined and refined storage solutions, and intuitive connectivity. The epitome of ‘quiet luxury’.
The brief
Our job would be to integrate with the brand awareness campaign, ‘Everything you need, nothing you don’t’, to drive interest. We were to prime response – like virtually exploring the car, configurating online, requesting more information and booking a test drive.
The insight
Aimed at a younger and potentially creative audience for Volvo, we knew would be an appetite for longer form content and video. Only, how could we authentically talk about buying less while selling a premium automotive?
The solution
‘Life commands less’ – our campaign concept that would ladder up to the awareness phase and make use of both TV ad and launch imagery.
Inspired by a speed reading application designed to help slow readers, we demonstrated the comparative tale of less versus more, in a highly visual and literal way.
Choosing multi message rich formats new to Volvo, we gave prospects longer dwell time for deep dives to investigate the XC40’s many innovative design stories.
The results
Best-selling Volvo new model launch in the UK, ever
9% sales increase on previous year
As a result, Volvo grew its market share from 1.82% in 2017 to 2.13%, posting the fastest growth among all premium car brands
