Client's Brief: challenge consumer perceptions of Volvo as a boxy, dull, safe brand by revealing the exciting reality of the modern day XC70 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 XC70 experience and the modern Volvo owner.Use online initiatives to incentivise consumers to spend time exploring Volvo, thereby increasing product consideration.Target Audience: higher income families. They are outdoor activity-oriented people with a spontaneous experiential approach to life with a strong desire to express individuality.