Volvo Cars – LEAVE THE WORLD BEHIND

Billboard

Volvo Cars has for many years promoted XC cars as the vehicles take the owner away from the city on a quiet or adventurous experience, beyond a stressful urban life. The new Volvo XC60 was no exception. The challenge has been to find a relevant and credible, but still interesting campaign that clearly demonstrates Volvo's Swedish heritage and essence of the Scandinavian lifestyle. Swedish House Mafia was their answer. The Swedish artist Lune made a cover on the famous SHM song, “Leave the World Behind”. A beautifully designed branding campaign with a clear music connection launched on several platforms with Spotify as a strong element in the media mix. Homepage takeovers, billboards and display ads were used.

Client testimonial: "Through our partnership with Spotify, we strengthened our campaign with a creative and powerful channel to reach our target audience. We chose to work with Spotify because of their fantastic product and strong relationship with their users. As our campaign acted as both a music- and music video producer, Spotify could offer us something unique; streams and views to both their free and premium audience. It makes it even more exciting that we are two Swedish brands that like each other. Not only do we work together within marketing campaigns but have also integrated Spotify's service into our cars in a way that no other car brand has done." Per Carleö, Marketing Communications Manager, Volvo

Brief

Create an interesting campaign with a music connection to demonstrate Volvo's Swedish heritage and essence of the Scandinavian lifestyle.

Solution

  • Display ads and billboards were targeted to Adults 25-64
  • Media First: Volvo takeover on Premium & Free:
    • Spotify Free HPTO with autoplay video
    • Spotify Premium HPTO
    • Nearly half a million high-impact impressions

Impact

  • Increased interest and positive brand impact through significant social media attention
  • Over 3.6 million likes on “Spotify Sweden” Facebook page
  • 50,824 likes on two post on Universal Music Group’s Facebook page
  • Newsletter mention (2m+ subscribers in Sweden)
  • Lune’s track added to three separate Digster playlists:
    • Digster Hits (171,311 subscribers)
    • Digster Lugna Hits (21,325 subscribers)
    • Digster Fresh (114,690 subscribers)
    • 2,017,008 YouTube views and 6,279 shares of the Lune – “Leave the World Behind” video