Volvo - Switch to Pure

Pan-European Launch


In launching the new and ground-breaking V60 Plug-In Hybrid, Volvo Car Corporation wanted to create a series of events that would entice VIP guests, life-style press and influential bloggers. The events were to take place across 8 European cities, each to be highly tailored to its specific market.

The creative concept ‘Switch to Pure’ was inspired by the car’s three on-demand driving modes. Line Up’s role was to coordinate 8 local interpretations of this concept, facilitating the different executions and programs within an environment that could be toured and reconstructed in a variety of venues ranging from a contemporary music hall in Oslo to the concourse of Zurich’s mainline station.

The program at each venue was highly tailored ranging from an art session in Zurich at which 7 Chinese artists decorated the Hybrid with their own vision of sustainability, to test-drives, to live debates and at the Goodwood Festival of Speed, the nine-week tour came to an end in a luxurious Swedish pop-up lounge, designed and built by Line Up, where celebrities and press gathered to admire the new vehicle.

The first event was held in Paris, the tour then visited Hamburg, Oslo, The Hague, Brussels, Stockholm and Zurich before culminating at Goodwood.

The tour resulted in coverage across radio, carefully selected lifestyle press and online. All markets recorded their own coverage statistics with all but 2 posting print reach at well over 1 million OTS. Online seeding reached the 2 million mark for all markets, peaking at over 10 million for the Paris and Goodwood events.

“This is a limited edition-launch, and as a result of the tour, the first thousand cars are almost sold out. Luckily the next model year is not that far off.”
Richard Monturo, Vice President of Marketing at Volvo Car Corporation

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