We were tasked to create a summer experiential campaign that supported the launch of the ground-breaking all-new XC90, as well as, add greater credibility and equity to Volvo’s updated brand positioning as the “new (human-centric) premium”.
The British summertime festival calendar has seen an increasing demand for family-orientated weekend celebrations. Our challenge was to find festivals that fitted the brand ethos and attracted families that want to experience the lifestyle that Volvo can enhance for them.
Working with the festival organisers we created bespoke experiences that spoke to both the brand ethos as well as the festivals aesthetic. The summer season saw TRO activate Automotive Partnerships at Eroica Britannia, Camp Bestival, Wilderness and Festival Number 6.
Nikki Rooke, Head of Corporate Communications, Events and Sponsorship, Volvo Car UK Ltd:
“Having a long-established successful relationship with TRO, they were an obvious choice for activating our summer family festivals but once again, they exceeded even our highest expectations. All the festivals were unique in their atmosphere and the interests of the visitors they attracted but TRO managed to create authentic Volvo brand experiences that appealed to each.
For a brand like Volvo it’s important that we fit into the event environment yet stand apart from how customers traditionally think an automotive brand should act. With TRO's, in-depth understanding of the brand and outstanding attention to detail, we delivered a range of festival experiences that generated a really positive response from festival-goers. “