Volvo XC90: Volvo Virtual Sellout
We proved that we could sell a car without people physically experiencing it. In this integrated campaign effort we managed to build anticipation using social media, experiential innovation and a web showroom to sell all 1,927 cars exclusively online. These efforts helped launch the all-new XC90 First Edition - a car that hadn't even been produced yet. On September 3rd 2014, we sold the last car, just 47 hours after the campaign went live - selling at its peak 7 cars a minute.
Marketing Context:
The campaign was launched globally in Volvo's largest markets: North...