We helped the world's safest car brand take a risk by launching a car that didn’t exist yet. People could take a nonexistent car for a spin with Oculus Rift, explore the all-new XC90 in a digital showroom, and order the car exclusively online, which resulted in all 1,927 cars selling out just 47 hours after their online release.
Volvo Virtual Sell-Out
We created the world’s first virtual test-drive using Oculus Rift. ‘Drivers’ watched as the all-new XC90 slowly formed around them until they were transported to Swedish landscapes. The Oculus Rift technology combined the latest head tracking technology, real-time 3D-rendered content and binaural sound to create an immersive and unique experience.
This was the first digital e-commerce campaign that found the perfect drivers for the all-new XC90 First Edition. People who share Volvo’s pioneering spirit. People like the founder of Spotify, Daniel Ek, Google Glass designer, Isabelle Olsson, and film director, John Woo. Each limited edition was numbered. And every number told a story.
We reserved #14 for Daniel Ek, since he was just 14 years old when he started his first company. This campaign delivered on Volvo’s brand promise – “designed around you”.
We crafted bespoke public and private invitations connecting the number and the all-new XC90 to each customer.
Pia Leichter: Creative Director
...and almost the entire brilliant Digitas LBi Gothenburg office.