Campaign details

Brand: Volvo
Brand owner: Volvo
Lead agency: Courageous Studios, Mindshare
Contributing agencies: Grey
Country: United States
Industries: SUVs, 4x4s
Media channels: Content marketing, Email marketing, Events & experiential, Livestreaming, Mobile & apps, Online video, Social media, Virtual & augmented reality, Websites & microsites
Budget: 1 - 3 million

Executive summary

Volvo was launching the re-designed XC60, its best-selling SUV. While the new XC60 elevates the brand's luxury status, it also includes new technology not seen in previous models. As the first complete reimagining of one of Volvo's most-beloved and best-selling cars in a decade, the vehicle was in something of a marketing conundrum: it deserved to establish its own distinct exciting presence that could be even more engaging to drivers, while also carrying traces of an important legacy.