Volvo wanted an unconventional approach to launch their C40 electric car, aimed at connecting with a new generation of consumers. We designed “the slowest launch ever”, a strategy that gradually built excitement over time.
IDEA
The C40 marks a shift for Volvo – not just technologically, but in how it’s sold, exclusively online. The campaign avoided a quick peak and instead built excitement slowly, with future collaborations keeping the conversation alive long after the launch.
ATTENTION
Rather than a typical big-bang launch, the campaign featured an evolving narrative that engaged the audience over time. Using cinematic visuals and a soundtrack by Kavinsky, we aimed to create an emotional connection without relying on traditional car advertising.
DESIRE
The focus was on how the C40 fits into modern culture, making it more than just a car. It became a symbol of the future, changing how people perceive Volvo and moving beyond the technical specs.
MEMORY
The campaign connected Volvo with contemporary culture. Through collaborations in architecture, image-making, and design, we blurred the lines between car and culture, offering a new perspective on Volvo that left a lasting impression.
