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


Events Showreel

Automotive Showreel


London 2012 Olympic Torch Relay

Compass - Monaco Incentive

Sales and Retention Excellence Awards

Compass - Inspiring Innovation

Compass: Global Leadership Conference 2015

Content Showreel

Design Council - Prince Philip Designers Prize

Documentary Style Film

Emirates Airline

New A380 Onboard Lounge Commercial

GSMA Mobile World Congress 2017

The Next Element


New Civic Preview

Inchcape - Incredible Inchcape

Global Conference

Indesit - @100

Product Launch and Centenary Celebration


Corporate Film

Old Mutual Wealth and Old Mutual Global Investors

Exhibition Stands

Toyota - 860 Special Edition

Geneva to Munich Media Drive

UK Athletics - How to Coach

Training Films


Corporate Film


Global Dealer Principal Conference

Volvo - DriveLab 2018

XC40 Dealer Training Event

Volvo - Metro City Tour

Experiential Campaign

Volvo - Ocean Race 2014-2015

Sailabration Show

Volvo - S60

Global Dealer Launch

Volvo - Switch to Pure

Pan-European Launch

Volvo - V40 Launch Event Toolkit

Bespoke App

Volvo - XC60

Global Dealer Launch