Given the nature of the 4x4 capabilities of the XC70, we decided to use bookmarks as the medium on which to advertise.Bookmarks can go anywhere you like. This then became the essence of the creative solution.Considering the fact that this was a 4x4 vehicle and a rather expensive one at that, we chose to advertise the vehicle in book stores across the country. These book stores are often frequented by upper LSM consumers - the exact target market we wanted to address.

The results were fanatstic. We had a very happy client on our hands and the response was such that the Volvo dealers had never had so many inquiries about the XC70.