'Volvo XC90 - Waiting to be Driven’: an experiential project by Marketing Solutions

by  EVENTFAQS Bureau Marketing | September 24, 2015 | News

Volvo XC90 Volvo Marketing Solutions Shillim Estate Retreat

Following the launch of the Volvo XC90 in India, Marketing Solutions was roped in by Volvo Auto India to create and manage the 18-day "Volvo - Waiting To Be Driven Experience" for 70 leading journalists and photographers from across the country. Organized in Lonavla, this experiential project got the TG to experience the new car, and allowed the brand to participate in creating those first impressions.

The entire experience, including all logistics was handled by Marketing Solutions. Two new XC90's were made available for these first impression drives, while drone cameras were used to capture the driving experience. The last 2 days were reserved for the winners of the NDTV run contest and the Volvo contest, who were also given an opportunity to drive the car.

This experiential event was an important event for the company. With this new car, Volvo is looking at re-launching the brand, marking the beginning of a new chapter for Volvo Cars, with its future design direction, incorporating its own range of new technologies and utilizing its new Scalable Product Architecture (SPA). 

Describing the experience created for the participants, Poonam Lal, Director, Marketing Solutions said, “In keeping with the brand philosophy of Volvo, ‘Designed Around You’, the agency went the extra mile to ensure that guests were looked after extremely well, and the entire experience was designed around their comfort.”

Journalists were picked up from either Pune or Mumbai airport, and driven in Volvo XC60 cabs to Shillim Estate Retreat in Lonavla. On arrival, they were given a complete presentation on the XC90, post which they were handed over the car keys. A special snack and beverage hamper was given to them, along with a choice of music in different genres. While guests were free to decide their routes, a special route was suggested to them leading to Pavna Dam.

Remarking on this, Lal added, “The dam is located against a backdrop of scenic hilly terrain and lush green environments. This leads up to an artificial lake, and provided a great opportunity to try the car in different terrains.” 

An accompanying car with a driver followed them for assistance, while later, an exclusive dinner wrapped up the entire experience.