Cannes Lions

XC70 STATION WAGON

MINDSHARE, Oslo / VOLVO / 2008

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Overview

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Credits

Overview

Execution

To help Norwegians get ‘out of the urban box’; we put nature and drivers in them.

Elevators in Oslo’s busiest multi-storey car-park were fully covered with panoramas of Norwegian wilderness; doors emblazoned with ‘The Way Out’ message, showing car and campaign copy; even artificial grass was carpeted to add an extra feel of escaping to nature. A captivating experience and ride in an otherwise drab urban environment. The special build was installed for 4 weeks.The media agency conceived a completely new media and creative solution in Norway to meet the task, developing the media space, in essence creating a new media in the market. The ‘Volvo Elevators’ have, to date, only been used in Norway, and were a media first in Norway, as well as in the Volvo system.

Outcome

Observation/interview revealed the experience was truly engaging and a rewarding surprise. Whether executives, families (or pets!), most who entered discussed or examined the moment – contributing significantly towards the communication effect.Marquee tracking scores increased in campaign period. Volvo XC70 sales target was exceeded by 100%.

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