We started with a core concept- Whoever drives the new Volvo XC60 loves it instantly.

Instead of having Volvo talk about its technologies, design or engineering, we let the feeling of test-driving a Volvo speak for itself, in real time, through the words of those experiencing it in the New XC60.

When a driver was on test drive and had an opinion about the New XC60, a new ad was created, produced and pushed out live to more than 1,000 digital billboards, banners and social media posts, turning spontaneous remarks into the car's ad campaign. With each new test drive, the cycle started again and the campaign were updated.

To create a unique and dynamic experience for the campaign, a team of over 50 people worked to monitor test drives, pull content from the test drives and use that content to produce ads- all in real time while the test drives were still in progress. The ad featured a headline with the test drivers’ spontaneous opinion and a video of the driver’s in-car reaction, along with the driver's name. The time at which the remarks and video were generated were also prominently featured, to legitimize and underline the real-time nature of the experience.

For the project, digital billboards on the main avenues of Sao Paulo were hand-picked. We leveraged further national coverage in digital, running the ads in the home section on the country’s largest news portal. In addition, versions of the ads were formatted for Facebook and Instagram posts, to increase and segment impacts.

Campaign generated 40 millions impressions in 2 days, increased the sales leads in 274% and number of visits to Volvo’s website in 321%,a record number.It boosted the car's online configuration by 1.327%.

Another record, was the number of testdrives in just one weekend. We had more than 2 millions views on Volvo’s Instagram Stories featuring the ads. That way, in just two days we increased 142% number of followers in our social channels.

VolvoGlobal is in contact with Volvo Brasil to create the experience in other countries with the same mechanics of turning an instant reaction into advertising. Interestingly, some of the competing brands also got in touch with media companies we collaborated with on the project, asking for more information about “this new format running in real time" and when it would be made available to them. Unfortunately for them,this one’s all ours- because it was created by Volvo.

Imagine a person testing a product. When that person gives an opinion about their experience with the product, that opinion is spread in real time to more than 1000 digital billboards and all over the web. That's what we did for launch the new Volvo XC60.

We turned a spontaneous reaction during a brand experience into a mass media campaign, reaching potential buyers all over the country.

Knowing that people who drive the new XC60 immediately fall in love with it, we invented a new experience through the test drive. At the heart of the concept was something new and different: live, spontaneous opinions delivered in real-time to digital billboards, banners and social media accounts. Authentic driver experiences would be delivered directly to the audience with whom they would resonate the most - potential buyers of luxury cars and people curious about the XC60.

At Volvo, innovation is a core value, a fact reflected in its essential brand identity. To launch the Volvo XC60, we followed this path. The car’s launch needed something that would draw attention to the new Volvo, at the same time, entice people to test drive it.