Theme – Explore and Expand
We also believe that a theme should indicate what the audience can expect from the event and, more importantly, what they will gain in the long run.
Upon these requirements, we see the following rationale for the proposed theme:
- The XC90 will expand your business.
- At the event, you will expand your knowledge and relation with the XC90.
- The event experience is very much designed in order to let the participants explore the car rather than simply having it presented to them.
- As much information is already out there, the purpose of the event is to explore and expand upon an existing preconceptions.
- Exploration and expansion is profoundly part of human nature, which is in line with the human centric approach.
- The explore concept is very much in line with the SUV identity.
We will also use the theme to break down the entire guest journey across the two-day programme, where the first day will be dedicated to “exploring” the XC90 and the second day to “expand” knowledge and business opportunities.
We have developed two alternative approaches to the visual identity in order to illustrate the direction in which we believe the dealer launch event should influence the perception of the Volvo Cars brand.
Both alternatives are compatible with our concept and the Volvo Cars brand, although with a very different tone of voice.
The first alternative below is rather conventional and very much in line with what we believe the guests will expect. The signage and branding are rather “loud” in it’s form.
The second alternative is more discrete and leaves more to the guest’s imagination. As we believe that premium should be rather simple and discrete, proven by the attention and quality in every detail, we would recommend that we should develop the visual identity in this direction.
XC90 Brand Partners at the event venue
We suggest a ”Scandinavian takeover” with photos, furniture, design items etc. from Sweden at the hotel. It will strengthen the feeling of the Swedish heritage.
Selected Swedish brands that support the XC90 premium feeling will be presented at the event venue. Also worn by event staff and partly offered to the delegates.
Taste of Sweden – Tommy Myllymäki
Tommy Myllymäki undeniably belongs to the young generation of Swedish chefs who have travelled and experienced various culinary traditions but are eager to develop the Nordic cuisine, which is increasingly rooted in its environment: simple, direct and self-evident, highlighting vegetables and nature.
His grandmother Kerttu’s cooking inspired his passion for his future profession and rooted him in the kind of rustic traditional cooking that delights the palates of diners at Julita Wärdshus, his summer inn in the Södermanland region. Tommy is very open-minded and cherishes this fantastic gastronomic memories of tasting dishes by Pierre Gagnaire, Alain Ducasse in Monaco, Régis Marcon, and so on. Since his success at the Bocuse d’Or, he has been solicited from all sides; beneath the surface of this calm man with an actor’s physique lies a real talent for communicating, and Swedish TV was quick to turn him into a star of the small screen, criss-crossing the country highlighting local products in the form of spontaneous culinary creations that are helping to give the Man in the Street a desire to cook.
We have designed the entire experience to mirror the sales situation at a dealership where the customer starts out by judging the exterior. Then moves on to try the car of their liking before they get into details regarding features etc. If the driving experience isn’t good enough, the rest doesn’t matter.
This will also give us the opportunity to illustrate how we want the custmers to be welcomed when they visit the dealership.
Running the test-drive the first day of the event will make the audience more accessible to the detailed and in-debt sessions to follow.
Entering the Lobby
The immediate impression entering the lobby is warm, personal and welcoming. The rather clinical “airport” environment is transformed into a modern Scandinavian hospitality area with warm colors and natural materials.
Hostesses are meeting the guests, greeting them one by one individually asking them if there is anything they need assistance with. As the luggage is already at the rooms the guests are directed to the atrium where lunch is served.
You are very special to us.
This is no ordinary Spanish vacation hotel.
You have stepped inside the venue hosting one of the most important events in the history of Volvo Cars. The tonality is that of a sophisticated Scandinavian living room.
Grand opening and design presentation
When the guests have eaten their lunch, the glowing glass-box starts to show images of historic models, taking the audience on a journey through the brand’s heritage. The historic models are projected in 3D, which creates the effect that there is a car standing within the box. When the historic journey reaches the present day, the box start to glow with moving lights from within. While the pace quickens, music accompanies the lights as flashing images of the XC90 appears on the screen. After some 20 seconds, the glass-box starts to shift between images and transparence, making the audience understand that there is actually an XC90 within the box. Finally the XC90 is standing within the box fully visible as the glass-box is elevated.
Right after the reveal show, the local host (from the market) takes to the stage and officially welcomes the guests to this historic occasion in the history of Volvo Cars.
After a short introduction, the host introduces two video testimonials with Thomas Ingelath and Robin Page.
- SVP of design connects to the historic journey by explaining how the iconic models of the sixties and contemporary Scandinavian lifestyle influence the forthcoming models.
“When I joined Volvo a year ago, some described Volvo’s design as nice but not iconic or cutting edge. Just take a good look at this. This is how Volvos will taste from now on.”
- Volvo's Interior Design Director tells us that design in Sweden is not a luxury, but a way of life. He expands on how the interior is based on the feeling of a Swedish sitting room. Exceptional natural materials, flame birch from the remote forests of Northern Sweden, handcrafted within the interior.
Seats crafted from bridge of Weir leather from Scotland uniquely soft due to the quality of water and grass that the cows graze in. Cut and stitched by hand notice the unique hand crafted zigzag stitch.
The host then moves on to introduce that the guests are very soon to be acquainted with the XC90 on a personal level, actually right NOW! They are then accompanied out to the promenade where the cars are lined up.
- Connecting with the proud heritage that is a vital part of the present DNA and design of the new XC90.
- Total focus on the design with the inside story coming directly from the design executives.
- The new design is not a coincidence; it’s deeply rooted in the Scandinavian heritage.
When the guests arrive on the promenade, they receive a personal test-drive kit including a map and an introduction to the “XC90 Mission”. The mission outlines the test-drive route where 10 “hot-spots” are positioned along the route, including the Idiada test-drive facility. The mission consists of passing these touch-points within a given time slot for each spot (the pace is not set to high in order to avoid accidents). The XC Travels APP (or a customized version) is used to track the cars and give them additional information of what they are passing along the route. The drivers will also be coached by voice along the route, guiding them to utilize the functions of the car in an optimised way.
The XC90 Mission has the purpose of creating a competitive element, which drives excitement as well as helping to keep an even pace on the caravan of vehicles.
When the cars reach the Idiada testing facility, they will be split up into four groups.
Two groups will take part of a presentation while the other two groups are either test-driving on the test track or performing a competitor drive.
Before leaving the Idiada, the drivers are interviewed, one by one, to get their personal perspectives on the XC90, which is recorded on film to be used at a later point.
The presentation at the Idiada focuses on the technical specs such as motor alternatives, gearboxes, safety systems, controllability, parking assistance etc. This knowledge will enhance the driving experience back to the hotel as the drivers then have a higher degree of understanding and appreciation of the innovations within the car.
After the presentation and the competitor and track-drive, the cars return to the hotel, covering additional touch-points along the way.
- The XC90 is a truly exceptional premium car.
- Enhanced understanding of the functionality supporting the six stories.
- Personal exploration of the car creating strong memories and stories.
The guests are accompanied to the rooftop terrace for drinks and a starter before the dinner. This is a very important time for them to reflect on their experience during the test-drive, sharing common experiences which strengthens their appreciation and enthusiasm. The view from the terrace is stunning and from here, the lake below is visible where an XC90 is positioned.
The first dish of the evening is served.
The guests’ performance on the “Mission XC90” is showcased on leaderboards, adding a nice conversation piece to the evening.
- Shared experiences.
- Building expectations before the dinner.
The dinner experience is built on the celebration of Volvo Cars heritage, Scandinavian design and Swedish artists and designers.
The hallway leading up to the dinner room (RA-room) is lined with Scandinavian design elements, carpeting and images on sidewalls introducing the theme. Well inside the RA-room, guests will find tables of solid wood dressed with classic Swedish design porcelain and crystal.
At the far end of the room, the chefs are working with the food visible to the guests, creating an open and personal atmosphere.
There are projection screens running all the way around, creating the sensation that the audience is in the center of the show rather than seated in front of a stage.
When seated the guests are greeted by the local host introducing the theme of the dinner; “Exploring history – expanding future”. The host introduce the VJ (VideoJockey) who will take us through the experience. The host also explains that the audience will be very active throughout the evening, enjoying a chance to influence the entertainment as well as continue the element of competition – Mission XC90.
The dinner is divided in three acts, which are based on the historic development.
Act 1 – Our origin
The VJ introduces a first video showing glimpses of Volvo Cars from the 60s up until today, along with musical intermissions. The entire image covers the four walls which creates an impressive visual effect. At some points along the historic journey, the guests are prompted to answer quiz questions on their mini Ipads. The leaderboard is update in real time, to reflect the guests’ scores. The guests are also invited to choose music and videos from a menu on their Ipads. The songs and videos receiving the most “likes” get played.
Second dish is served
Act 2 – Our present
The musical entertainment shifts towards the present, primarily Swedish artists and producers such as Swedish House Mafia, Avicii, Robyn etc. We will also play video greetings from world artists such as Madonna, Katy Perry, Maroon 5 who will give their thanks and appreciation to Swedish producers for writing and producing some of their biggest hit songs over the years.
Edited highlights of the dealer testimonial videos recorded during the test-drive are played, in order to convey the attendees’ enthusiasm about the XC90 from a personal perspective.
The second act ends in with the XC90 commercial videos running on all screens, introducing the future of Volvo Cars.
Third dish is served
Act 3 – Our future
The third act starts out with a video showcasing concept sketches of models to be launched in the near future. The musical entertainment is unsigned music, produced by Swedish songwriters and producers that have yet to hit the big time. The combination of cars and music that is completely new to the audience creates an ultra-contemporary feeling.
The XC90 mission carries on with quiz questions prompted by the iPads.
The dinner is concluded with a final musical act before the host invites the audience to continue the night in the downstairs XC90 lounge.
- Volvo Cars has a great heritage regarding design and all other five “stories”.
- Swedish design, lifestyles, culture and creative arts are important for the Volvo Cars DNA.
- We are standing at the threshold of the next phase of our history. We want you to be part of that very exiting future.
The guests are accompanied down to the lounge, which is equipped and decorated as something in between a cool lounge/bar and a Scandinavian living room. Light entertainment (Jazz with a Swedish contemporary flavor) plays in the background.
There are differently styled areas in the room where the guests may choose a more laid back area or a louder bar environment.
On the outside terrace, there is a Swedish al fresco environment that, in case of good weather, allows for more informal social interaction and smoking.
Guests are free to decide when to call it a night, after a long and exiting day.
- Apart from the branding and Scandinavian atmosphere, there is only focus on social interaction with no corporate messaging at this point.
The first element of the second day is a conference session, lead by the local host(s) in an interactive TV-show format. The session includes the following elements;
- Quick summary of the day before and a presentation of the leader board of the competition.
- Spontaneous questions from the guests regarding the experience from the day before.
- Some of the videos of driver comments from the test-drive is used for introducing different features.
- A summary of what the XC90 concept is all about – unique selling points built upon our six stories.
- Local market content.
- There is much more to find out about the XC90.
- It’s not just a great car, it’s a car that is designed and developed according to your needs.
- Sharing of experiences and praise.
‘Designed Around You’ workshops
At this stage of the event, we would like to expand the concept of the XC90 and how we may attract customers. For that purpose we have created a workshop with four stations, covering issues that we know are important for customers in the XC90 segment.
As we don´t want to have the participants seated for long, especially after the party, we will arrange the main part of the second day as interactive, walk-around workshops.
Each station is 20 minutes long, weather proof and in the close perimeter of the hotel. The participants are once again split up into four groups of 25 people. Each group participates at the four stations, designed around the following focus areas below.
The meaning of simplicity
We will explain why simplicity is crucial to our brand promise and the design of our cars. Showcasing this we might use a sound and climate studio where you may experience the power and intuitive interface at its best.
We will also have video interviews with Carl-Mikael Hjörne who explains how and why the air quality system in this vehicle is the best that Volvo has ever produced and how the air inside is cleaner that the air outside. Then we move on to the intuitive technology inside the car and are we are introduced to Jonny Ive - chief designer at Apple who inspires us with stories of how the technology maps our human behavior and tells about the Apple Car Play system.
The meaning of premium
A touchscreen where you may design your own car with a very intuitive interface. The result of your creation is projected on a large led screen. The focus is not just on colors and rims but also in much more details. Selling a premium car means that you must learn to appreciate the small details, before you can sell them.
The meaning of safety (and family)
Safety is often taken for granted because it’s a Volvo. However, safety is a matter of life and death and deserves to be recognized. Competitor comparisons are used to arm the dealers with arguments in why Volvo still is the safest car you can buy. The connection to protecting your family is also made clear.
The meaning of a personal customer dialog
Our target audience for the XC90 has a true sense of self and is very independent people. They are explorative and keen to take in new ideas and technology. We must meet this audience on their terms and with a personal communication that meets their intellectual level. This station is a peek into the minds of our target group and is adapted for each market. The format is that of a profiling studio with both emotional and qualitative facts.
The digital voice controlled answering machine
A digital avatar (Volvo Cars branded) on a screen answers all your questions. The Avatar is actually a person behind the scenes that answers questions into a camera in real-time. The image of the person answering the questions is transformed into an avatar digitally.
Each station contains assignments that are included in the XC90 Mission.
After the “Designed Around You” workshops, the guests are once again assembled in the conference room for a final inspirational session. At this stage, our only focus is to exite and motivate the dealers to go back and realize the brand’s ambitious goals.
The market strategy is outlined along with the market support that will be available according to each market. Each participant will receive a personal toolbox where there is a guide to how they may take part of the marketing tools available.
There are also some teasers about coming models and a timeline showing when the next models will come to the market.
Finally, the result of the XC90 Mission is presented and the winning teams are awarded with prices and praise.
- Now is the time to enjoy the great innovations produced by our joint endeavor, commitment and hard work.
- Now is the time to take the final step into our wanted position.
- Now is the time to deliver on our ambitious growth targets.