S60 Online Launch and Rebrand
To launch the new Volvo s60 and reposition the Volvo brand as being more performance-driven and a rival to its close competitor BMW.
With over 80% of Volvo owners online we launched the S60 using new online technology – I initiated the then revolutionary idea of launching the car online via a hyper-linked CD. This was an industry first, resulting in significant media coverage around North America on broadcast channels such as CNN, NBC, ABC, CBS.
Managing a team of designers, art directors, writers, and web designers to execute this idea, the results exceeded all expectations. Over 500 million impressions and nearly 1 million motivated consumers ‘clicked’ through to interact with the Volvo brand.
We achieved our objective by evolving the conversation around the conservative Volvo stereotype to be more performance orientated and appealing to a younger target audience.