The Campaign

We transformed XC 90 Excellence as a private room and opened the first high-class in-vehicle restaurant in the world. While visiting beautiful scenery spots, as a completely new restaurant we picked up specialties of famous restaurants and served them. Along with the driver, a sommelier is seated in the passenger's seat, making it possible to respond to any kinds of requests from the customer. The recommendation of this store is the ultimate full course beyond genre curated by Yukio Hattori, the original Iron Chef. Full course which boldly combines Japanese, French, Chinese, Italian cuisine, and store specialty is so to speak, the all-star team of gastronomy. The target who visited this restaurant can enjoy the beautiful scenery seen through the car window one dish at time, and the comfortable and gorgeous drive of XC 90 Excellence.

Creative Execution

ALL - STAR RESTAURANT is a project done together with Yukio Hattori, the original Iron Chef, to combine Japanese, Chinese, French, Italian restaurants across the genre. In addition, we collaborated with UberEATS to deliver dishes from each store hygienically and quickly. This campaign utilizes their delivery know-how. The news on this new hot ALL - STAR RESTAURANT gained 250+ exposure, centering on luxury media such as GQ, President, Diamond, and became a big topic. We received a reservation requests for 3 years and 1 month during the campaign implementation period of Feb. 14 - Mar. 14. Customers suitable for the campaign who could be perfect candidate for purchasing the finest R-seater SUV, such as corporate executives from an unicorn company visited. The campaign contributed to build VOLVO's luxury brand image and to build purchase intention of XC90 Excellence.

· 250+ exposure mainly on media such as GQ, President, Diamond etc which contains a lot of wealthy targets. · 628 Million+ media impression resulting from the 250+ medium exposure, and topic spread in social media. · During the campaign period of only one month, reservation requests for 3 years and 1 month were made. We gathered high attention from rich people in Japan. · As a result, the number of brand awareness increased dramatically to 140.4% before and after the campaign, and VOLVO recorded the top brand score in imported cars. · In addition, the number of site visits increased significantly to 180.5% before and after the campaign, and gained attention from many prospect customers. · Finally, the number of requested catalogs also increased significantly to 131.7% before and after the campaign. Succeeded in forming potential purchase for many prospective customers.

XC90 Excellence is a product which has luxurious features such as storage type table and bottle cooler as well as quietness and running stability. These features were promoted by changing the car to a high-class in-vehicle restaurant which was strategically tailored to appeal to the target. In addition, the participants in this campaign realized the luxurious appeal directly, while enjoying the gastronomic experience simultaneously. We also succeeded in significantly increasing the number of site visits and the number of catalog requests before and after the campaign. Therefore, this entry is suitable for the Promo & Activation category.

Insights, Strategy and the Idea

Instead of appealing through mass media, which is an inefficient method for our target audience, we selected a topic instead which the target can associate: gastronomy. Under the curation by Yukio Hattori, famous as the original Iron Chef, we gathered many famous restaurants to this project. We also promoted the campaign to high quality lifestyle media such as GQ. Furthermore, this campaign is designed in a way that XC90 Excellence itself is tailored to a high-end restaurant, luxury equipment, which is a product feature, comes to the center of topics with gastronomy. In addition, the targets who visited the restaurant enjoy the gastronomic experience in the car, while at the same time experiencing the drive experience of XC 90 Excellence, and can understand the luxurious appeal of XC 90 Excellence deeper.