Volvo - XC60

Global Dealer Launch


We were asked to launch the stunning new XC60 to over 5,000 dealers from 50 countries, bringing the vehicle’s modern urban personality and ground-breaking safety features to life.

Numbers and group dynamics meant that 40 groups needed to be exposed to the experience over 9 weeks. This had huge implications on the choice of venue, leading to the discovery of Pier 113, a disused customs warehouse in Volvo’s home city, Gothenburg. This was transformed into an extraordinary regenerated urban space housing every aspect of the dealer experience, which began with a reception and dinner.

Dealers emerged straight into a bustling, noisy, night-time city centre created with video walls, hanging LEDs and music. Music and animations built to a crescendo at which point two XC60s were driven into the room in a dramatic reveal. Dinner was served in four loft apartments, designed to immerse the dealers in the lifestyles of typical XC60 customers.

Day 2 began back at Pier 113 with business briefings followed by interactive learning experiences emphasising specific key selling points under the banners of ‘enrichment’, ‘pleasure’, ‘expression’ and ‘safety’. Dealers then drove the car in a series of driving experiences both on the road and on specially built test tracks including the incredible ‘Urban Obstacles’ course. Finally, every dealer was armed with a market-specific toolkit giving them everything they would need to cascade the experience to their country colleagues.

Post-event questionnaires revealed the highest scores ever for a Volvo dealer event of this kind with 89% of dealers agreeing that the event would help significantly in their day to day business. An amazing result for such a large-scale, multi-cultural event, tailored to 40 groups and delivered in 22 languages.

CASE STUDIES

Events Showreel

Automotive Showreel

Coca-Cola

London 2012 Olympic Torch Relay

Compass - Monaco Incentive

Global Leadership Team Spring Incentive

Compass - Inspiring Innovation

Global Leadership Conference

Content Showreel

Design Council - Prince Philip Designers Prize

Documentary Style Film

Emirates Airline

New A380 Onboard Lounge Commercial

GSMA Mobile World Congress

The Next Element

Honda

New Civic Preview

Inchcape - Incredible Inchcape

Global Conference

Indesit - @100

Product Launch and Centenary Celebration

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

Vitol

Corporate Film

Volvo

Global Dealer Principal Conference

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