Volvo - S60

Global dealer launch

Brief

To arm dealers from all over the world with the knowledge, enthusiasm and ambition to generate consumer sales for the new ‘naughty’ Volvo S60.

Solution

Exclusive use of Portugal’s renowned Estoril track meant that it could be transformed into an unique Volvo testing ground for 41 groups of 140, attending back-to-back over a 2 month period. The dealer experience began at a pop-up Supper Club where the car and its dual personality were revealed.

Day 2 incorporated track and interactive learning sessions, beginning with an incredible precision driving demonstration. Unique environments were constructed for sessions on driving dynamics, innovative technology, the V60, S60 and their competitors, the customer and the new Volvo Showroom.

The afternoon was dedicated to driving comprising a competitor comparison, an open road convoy, an innovative technology session within ‘Safety Streets’, a specially constructed town set and a dynamic driving session with professional drivers.

Dealers left equipped with a toolkit to cascade messages within their own markets.

Outcome

The launch scored a new high for Volvo events with ratings of 90.4% from dealers overall. Most importantly, ratings of the new S60 rose by more than 15% as a direct result of the event.