People are used to buying things online, from books to clothes, but very few, if any, buy luxury goods, such as cars or homes, online. If they can’t physically experience these luxury items, for example, by test-driving a car, this purchase becomes even more difficult. We sought to radically redefine how people experience and buy cars by selling a car that didn’t exist yet, exclusively online. Arguably the only brand that can make people feel safe buying a car they couldn’t actually physically experience is Volvo. With its all-new XC90, Volvo wanted to reset the brand, position itself in the premium segment, and sell its most luxurious and expensive car to date, the all-new XC90 First Edition, exclusively online. Volvo is a small Swedish car brand in a big pond. We needed to help the world’s safest car brand take a risk to beat Goliath.
More precisely, the objectives were the followings:
- Make people feel confident buying cars they couldn’t physically experience o Redefine how people experience and buy Volvo cars
- Sell 1,927 all-new XC90 First Edition cars exclusively online
- Reposition Volvo in the premium brand segment.
The target audience was the global B2C premium segment. The campaign sought out people who share Volvo’s pioneering spirit and help reposition Volvo as a premium brand. People like the founder of Spotify, Daniel Ek and Google Glass designer, Isabelle Olsson.