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The ‘new Volvo’ has been introduced to the world through digital channels only, since the car hasn’t been produced yet. The first phase of the campaign saw the creation of an editorial site that introduced the interior of the all-new XC90 to the world, and the e-commerce shop for 1,927 numbered cars opened on Wednesday, 3 September 2014 at 16.00 CET. The last car was sold after only 47 hours. The campaign didn’t wait for the customers – but actively found them. People who share Volvo’s pioneering spirit across fields ranging from music, technology, fashion, photography and design to sports, filmmaking and business. People explored the all-new XC90 online showroom, ordered the car online, a few even bought the car on Facebook, and some had the chance to experience the world’s first virtual test-drive using unique Oculus Rift technology. Making this the first completely digital cars sales experience.