Title	VIRTUAL SELL OUT
Brand	VOLVO CARS
Product/Service	ALL-NEW VOLVO XC90
Category	A08. OTHER DIGITAL SOLUTIONS IN A PROMOTIONAL CAMPAIGN
Entrant Company	DIGITASLBI Copenhagen, DENMARK
Advertising Agency	DIGITASLBI Copenhagen, DENMARK

Name	Company	Position
Pierre Renhult	Digitaslbi	Managing Director
Peder Sandqvist	Digitaslbi	Producer
Filippos Arvanitakis	Digitaslbi	Creative Director
Pia Leichter	Digitaslbi	Creative Director
Mattias Johnsson	Digitaslbi	Technical Director
Neale Payling	Digitaslbi	Graphic Designer
Emilie Johansson	Digitaslbi	Art Director
Paul Collins	Digitaslbi	Executive Creative Director/Nordics
Ammi Mobacken	Digitaslbi	Project Manager
Oskar Nilsson	Digitaslbi	Account Director
Jenny Nolebring	Digitaslbi	Client Partner

The Brief

The challenge was to launch a car that doesn’t exist, because it hasn’t been produced yet. We were tasked with crafting digital experiences that created desire for a product that couldn’t be experienced physically. We leveraged existing Volvo customers and attracted a new, more premium demographic. The strategy involved repositioning the brand and driving sales through engaging, pioneering and personalized digital and virtual experiences.

Describe how the promotion developed from concept to implementation

We didn’t wait for the right customers, but actively found them. People who share Volvo’s pioneering spirit and help reposition Volvo as a premium car brand. We crafted a digital showroom where people could not only explore the all-new XC90, but also buy the car. We also invited influential guests to take a virtual test-drive using Oculus Rift at the Paris Motor Show. We expected to sell 1,927 First Edition cars exclusively online in 3-4 weeks and drive interest and conversations around Volvo and its all-new XC90. We surpassed projected rates – selling out in just 47 hours.

Describe the success of the promotion with both client and consumer including some quantifiable results

The First Edition of the all-new Volvo XC90, 1,927 individually numbered cars only available for sale online, sold out 47 hours after it was released. Most of the cars were reserved within one hour from sales start. At its peak, 7 cars were sold every minute. The campaign generated: • 400% increase in Facebook shares • 1300% increase in Twitter shares • 86,000 clicks to the campaign site from social media • 3.5 million earned Facebook impressions • 40.1 million total Facebook impressions • 401,000 content interactions across Facebook and Twitter

Explain why the method of promotion was most relevant to the product or service

The all-new XC90 global launch campaign introduced the ‘new Volvo’ to the world through digital channels, since the car hasn’t been produced yet. It delivered on Volvo’s brand promise: “designed around you”, making it relevant and meaningful to its target audience. 1. Inviting people to claim their stories and their unique cars – personally connected the product and brand to its desired audience. 2. The world’s first virtual test drive gave potential customers the chance to experience the all-new XC90 as it was built around them. 3. The campaign site delivered a progressive, premium and unique experience – including e-commerce.