Client's Brief: challenge consumer perceptions of Volvo as a boxy, dull, safe brand by revealing the exciting reality of the modern day V70 experience.Marketing Objectives: demonstrate Volvo's unique focus upon building cars for real-life challenges.Provoke brand reappraisal by exposing consumers to the reality of the modern V70 experience and the modern Volvo owner.Use online initiatives to incentivise consumers to spend time exploring Volvo, thereby increasing product consideration.Target Audience: high income families with busy active lives who give priority to leisure activities with family and friends. They seek both physical and mental challenges in life.