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Volvo takes over racing circuit for experiential campaign

Volvo takes over racing circuit for experiential campaign

Volvo Cars is to take over a Portuguese racing circuit for 3 months this summer with a 12-week experiential event to launch the new S60 model to its global dealership.

The event is being designed and produced by live event and experiential specialists Line Up. Beginning on 29 June, 5,600 dealers from 36 markets will be invited in tailored groups to a two-day interactive experience themed ‘Driving Performance’ that will see them get to grips with the new Volvo S60.

Line Up has designed the whole event to reflect the ‘dual personality’ of the Volvo S60 – a car which combines Volvo’s reputation for safety with a new ‘naughty’ side for more daring drivers.

his reinforces the model’s new ad campaign which announces that ‘the naughty Volvo’s are here’. Line Up has devised an engaging programme of events that will showcase the S60’s driving capabilities. Dealers will take part in a series of interactive learning sessions and presentations, competitor car driving comparisons and extensive open road driving sessions.

There will also be opportunities for dealers to share their reactions to the S60 experience via social media. The night before the driving activities, dealers will be enjoy an experiential dinner at a contemporary coastal venue that has been designed by Line Up to have the look and feel of a Supper Club.

After welcome drinks on the terrace, guests will be treated to a three-course dinner complete with a series of ‘naughty’ surprises that will be revealed as the evening progresses. To make the experience even more memorable, dealers will then be treated to an overnight stay at a four star hotel.

Rob Leach, director at Line Up, comments: “There is no better location than a racing circuit to show off the driving performance of the new Volvo S60. The event’s subtle ‘naughty’ touches and ‘dual personality’ will bring Volvo’s positioning of the S60 to life in a memorable and entertaining way so guests are sure to leave knowing one thing - the naughty Volvo’s have arrived!”

This will be the fourth year running that Line Up has masterminded this type of event for Volvo, having produced award-winning launches in Stockholm and Gothenburg.

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