Expedition Volvo Cross Country Snow Storm: The unorthodox format of the ad served the purpose of attracting a large number of visitors to the campaign site and at the sam time did a good job at branding the Volvo Cross Country as the number one crossover car. For those unaccustomed to Swedish weather conditions it's worth pointing out that the ad tries to imitate the, in Sweden all to familiar image of a snow covered windscreen being swept by wipers. The campaign site promoted a test drive event taking place in Lapland April 11. The main objective of the site was to describe the event (incentive) in an appealing way and get users to contact a dealer to book a test drive. Test driving the car is a prerequisite to be considered as one of the 30 persons who will take part in the Lapland event.