Volvo unveils nine-week Swedish dealer launch

Line Up to handle XC60 experiential launch

Agency Line Up has unveiled details of its latest project for client Volvo - a nine-week global dealer launch in Sweden kicking off at the end of this month.

The launch of the new Volvo XC60 model will see 5,600 dealers from 32 countries take part in a two-day experiential programme in Gothenburg. ‘Shaping the Future 2008' will be staged at a disused warehouse, transformed to create a three-floor Volvo experience with a specially constructed ‘Urban Obstacles' driving track attached.

Inside the venue, key features include themed presentation and workshop areas, plus four experiential ‘loft apartments' designed to reflect the varied lifestyles of four typical Volvo customers - an architect with a young family, a female doctor with a passion for exotic travel, a web designer with a craze for extreme sports and a banker with a taste in expensive hi-tech gadgets. The idea of the apartments is to give dealers an opportunity to experience the lifestyle of their customers, both during the day and during dinner parties in the evening.

"This is the third year we've handled a global product launch for Volvo, and this year's event is our most ambitious yet," said Line Up director Rob Leach.

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