Volvo seeks urban style for XC60 dealer launch

FACTFILE
Client: Volvo
Event: XC60 global dealer launch
Group size: 5,600
Agency: Line Up
Date: August-October 2008
Venue: Old customs warehouse, Gothenburg

The brief Volvo Car Corporation (VCC) wanted to unveil the new XC60 to its global dealerships through an interactive programme for 5,600 dealers from 32 countries, run as a series of two-day events over a nine-week period. As the car is targeted at urban dwellers, the brief stipulated a city location. "We wanted to find a venue that had a regenerated urban feel, along with a series of modern hotels that give a feel of today's urban living," says Line Up director Rob Leach. He adds that the preference was also to find a venue that could host both the car reveal and the other aspects of the programme.

Challenges "The biggest challenge this year was budget," says VCC global manager, special events, Frank Schultz. "We had to reduce spend but didn't want it to impact on the dealer experience or feel of the event." This meant the event had to be shorter and limited to just one overnight stay, but most importantly, more creative so that delegates still enjoyed the experience and came away motivated.

In-depth research with the dealer network following the XC70 launch in Stockholm the previous year showed that delegates wanted to spend as much time testing the car as possible. Volvo was keen to showcase new and unique XC60 features to dealers and create strong sales arguments for them to take back to their local markets. It also wanted dealers to get a feel for the car's target customers and their lifestyle.

As with any event involving driving, safety was key and it was important to ensure the delegates didn't drink too much on the first evening.

Solutions It was decided that the event would be held in Volvo's hometown, Gothenburg, but as the company had held global dealer events there in the past it was important to make the XC60 launch different and inspiring. When searching for suitable sites, Line Up found a disused customs warehouse just a few minutes from the city centre. "It is owned by a property developer and has never been rented as a venue before, which meant it was great value for money," says Leach. The site covers 30,000m2 and is spread across three floors, so space was not an issue, and it fulfilled the brief of a one-stop shop as well as having the "regenerated urban feel" Line Up required. "It was totally unique and completely flexible, which meant we didn't have to compromise," adds Leach. Cutting on venue costs also meant more could be spent on creating a compelling programme and top-notch catering despite the reduced budget.

An Urban Obstacles course was constructed in the parking lot, which showcased the car's features, while a race circuit, just two minutes drive from the venue was used for other driving activities. Presentations were kept to a minimum to allow dealers more time to drive the car and workshops were made as interactive as possible.

To give dealers a sense of the XC60's target customer, four 'loft apartments' were created in the warehouse to portray various lifestyles - an architect with a young family, a female doctor with a passion for travelling, a web designer and a banker. The 'apartments' were used for dinner and set up with props and gadgets, which delegates were encouraged to explore and enjoy after their meal. Wine was rationed at the dinner and dealers were breathalysed prior to the driving activities.

Execution Forty groups arrived for a series of two-day events, which ran back to back over the nine-week period. Each group of delegates arrived in the afternoon and checked in at either the First G hotel or the Radisson SAS in the centre of Gothenburg. At around 6.30pm, the group was transferred to the disused customs warehouse, which they entered via service lifts direct to the third floor for a champagne reception prior to the reveal of the XC60.

The backdrop for the reveal was a cityscape, with silhouettes of skyscrapers, and specially commissioned urban films and music playing on screens in the background. A curtain then dropped to reveal the cars, which were driven into the room and unloaded the event's presenters. Delegates were then ushered into the four 'lifestyle' apartments for dinner, which was catered by Fond, a Gothenburg restaurant run by Michelin-starred chef Stefan Karlsson.

The second day started with a short briefing for delegates in a purpose-built arena at the warehouse, where they were given an overview of the car's design and top line information on its features. This was followed by several more sessions, including a preview of further developments to the Volvo range.

After a coffee break, the group was then split into four and rotated between four interactive workshops in themed areas to learn more about the design, safety and optional accessories available for the XC60, as well as to compare it with competitor vehicles.

The groups then began a series of four driving experiences, each designed to showcase a different aspect of the XC60 - City Safety, Urban Obstacles, City Route and The Proving Ground. Delegates broke for lunch after the first driving session in a Volvo Ocean Race themed area, and after completing all four driving activities, headed back to the airport with an XC60 toolkit.

Verdict "Feedback from the dealers has been really good," says Schultz. "The car itself has been given a really high rating by delegates, which is great as that is what motivates the dealers."

Overall, the group gave the XC60 an average 93 per cent approval rating. The creativity, content and quality of the event successfully engaged all markets, scoring an 82 per cent average. The Urban Obstacles and City Driving experiences were well received - scoring 87 per cent and 91 per cent approval ratings respectively, and 89 per cent of dealers said the event would help them significantly in their day-to-day business.