Volvo XC90: Volvo Virtual Sellout

This case study illustrates how Volvo, the Swedish car manufacturer, conveyed the experience of a car without actually having produced it.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands