Volvo: Racing the Sun

Luxury vehicle manufacturer Volvo leveraged the 2017 total solar eclipse to launch the redesign of one of its best-selling cars in the US.

Campaign details

Brand: VolvoLead Agency: Courageous StudioRegion: NA

Strategy

Objective

The redesign of the XC60 was an important moment for Volvo. As the first complete reimagining of one of Volvo's most-beloved and best-selling cars in a decade, the vehicle was in somewhat 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.

Therefore, the need became to build awareness around the XC60 as something transformative for the brand at large: an extension of a pre-existing phenomenon...

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