Seven brands on experiential: Volvo

Nikki Rooke, head of corporate communications, events and sponsorship at Volvo Car UK, explains how experiential activity allows people to touch and feel the cars as well as convey brand values.

  • Volvo’s 'Escape the City in your City' offered free yoga and meditation classes

    Volvo’s 'Escape the City in your City' offered free yoga and meditation classes

  • Volvo’s 'Escape the City in your City' Scandinavian sanctuary

    Volvo’s 'Escape the City in your City' Scandinavian sanctuary

  • Seeing and touching the new Volvo at 'Escape the City in your City'

    Seeing and touching the new Volvo at 'Escape the City in your City'

  • Volvo’s 'Escape the City in your City' was created by TRO

    Volvo’s 'Escape the City in your City' was created by TRO

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"Volvo is midway through a four-year product transformation that will see all models replaced, introducing new design styling, luxury interiors, the latest connectivity features and a new range of engines. The new cars couldn’t be further from the old stereotype many people still have of Volvo cars, so encouraging people to see, touch and at times drive the new cars leads to far better engagement and much stronger conversion than we could achieve simply by telling people what the cars are like. With experiential activity we can let the cars talk for themselves.

"Experiential is helping the brand to better connect with consumers by giving people a memorable brand experience that stays with them far longer than simply presenting the product. Volvo is unique both through its human-centric approach and Swedish values and experiential allows people to get a feel for the brand values as well as the cars, keeping us front of mind for longer.

"For us at Volvo, it’s important that we are fully integrated into any event or location we visit – particularly at major events and festivals, we need to fit in with the overall feel of the event and add value. The key to experiential is really the chance to touch and feel the new cars. Images can’t convey the tactile interiors, that lovely new car smell or the light airy feel of the cabin. Getting people into the cars is the best way to show them what they may currently be missing.

"Volvo’s recent experiential activity includes bringing a Scandinavian sanctuary called ‘Escape the City in your City’, to London, Edinburgh and Manchester, which offered a selection of relaxing and complimentary 30-minute sessions, including yoga, Swedish massage, meditation, art classes and guided run clubs. Agency TRO was responsible for devising the strategy, designing and delivering the event."

View the full Brand Experience Report 2017 here, plus the top 45 agencies list

As part of the report, we also spoke to brand managers from LGSan MiguelJamesonLululemonTime Out and The Economist on their experiential strategies

More: This year's Brand Experience Report also includes Brand Experience Report 2017 – Top 13 stats and an overview of the report on The age of integration, plus a Stats overview.

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