Client's Brief: challenge consumer perceptions of Volvo as a boxy, dull, safe brand by revealing the exciting reality of the modern day Volvo experience.Marketing Objectives: demonstrate Volvo's unique focus upon building cars for real life challenges.Provoke brand reappraisal by confronting consumers with the reality of the modern Volvo experience and the modern Volvo owner.Use online initiatives to incentivise consumers to spend time exploring Volvo, thereby increasing product consideration.Target Audience: the target was as broad as Volvo's . Demographically, higher income, well-educated, 30-55 year-old men and women, across all lifestages.