XC90 Excellence is VOLVO's highest grade 4-seater SUV with chauffeur-driven specification. The product is equipped with various luxury features such as quietness and running stability as well as storage type table and bottle cooler that can store 2 bottles of 750 ml. Using this flagship SUV, the agency were asked to achieve three goals. The first is to strengthen the luxury image of the VOLVO brand in the Japanese market. In Japan, despite the strong luxury image of Mercedes, BMW, Lexus, VOLVO was was behind. The second was to appeal to the wealthy target and effectively raise the attraction of XC 90 Excellence to provide test-riding opportunities, which would be cumbersome task to achieve merely through the use of mass media . The third was to create a situation where XC 90 Excellence would be listed as purchase consideration candidate.

We transformed XC 90 Excellence into the world’s first in-vehicle private restaurant and created a large scale ambient media. This completely new restaurant visits major scenic spots within the city by also serving various specialities picked from famous restaurants. Along with the driver, a sommelier is seated on the passenger’s seat enabling to respond any kind of requests from the customers. This restaurant boasts the ultimate full course menu which transcends all genres and restaurants, curated by Yukio Hattori, the original Iron Chef himself. This bold full course which combines specialities from each of the restaurant is so to speak, all-star team of gastronomy. The target who visited this restaurant will enjoy the beautiful scenic spots seen from the window, one dish at a time. Moreover, the customer will enjoy the gorgeous and comfortable driving experience of XC 90 Excellence.

ALL - STAR RESTAURANT is a project done together with Yukio Hattori, the original Iron Chef, to combine Japanese, Chinese, French, Italian restaurants across the genre. In addition, we collaborated with UberEATS to deliver dishes from each store hygienically and quickly. This campaign utilizes their delivery know-how. The news on this new hot ALL - STAR RESTAURANT gained 250+ exposure, centering on luxury media such as GQ, President, Diamond, and became a big topic. We received a reservation requests for 3 years and 1 month during the campaign implementation period of Feb. 14 - Mar. 14. Customers suitable for the campaign who could be perfect candidate for purchasing the finest R-seater SUV, such as corporate executives from an unicorn company visited. The campaign contributed to build VOLVO's luxury brand image and to build purchase intention of XC90 Excellence.