The Brief
For the launch of the new XC40, Volvo had decided to target a younger audience in an attempt to reposition the brand. With an initial proposition of “Everything you need, nothing you don’t”, we were asked to develop digital responses to expand and elevate the ATL launch campaign. A great opportunity for a brand not just to create ‘matching luggage’ executions in the guise of being a big idea.

The Idea
Part of Volvo’s brand ethos can be identified within it’s Scandinavian routes. Researching this revealed Lagom, a Swedish lifestyle choice of ‘finding the perfect balance of not too little, not too much’. We thought of what Lagom would mean to our UK target market, with particular focus on their own digital footprint.

Digital Lagom would be a Volvo XC40 digital campaign, along with promoting the new car, promoting a a digital lifestyle balance. the Digital Lagom portal within Volvo.com would promote a digital life cleanse, giving you the ability clear up your digital life by eradicating your digital clutter through 3rd party apps and partnerships.

This approach to digital would run throughout all executions, from banner campaigns featuring a stripped back, understated approach, to more interactive experiencing, enabling the customer to choose the content they viewed and found most interesting about the XC40.

Skills

Concept
Art Direction