The Campaign

• Brand relevance: In short, the XC40 has to once and for all cancel out the negative associations of the brand. To challenge the standards of the industry and modernize Volvo’s driver image across all car lines. To illustrate Volvo’s progressive mindset and Swedish design creativity at its finest. • Target audience (consumer demographic/individuals/organisations): Creative freelancers and smart, design-driven individualistic urbanites living an experimental way of life supported by spontaneous consumption guided by their gut feeling. They want a car for ‘me’. A car that reflects their personality and allows them to express who they are.

Creative Execution

• Design touchpoints: “When you put light into a product you bring life to it.” is the philosophy for Swedish. These countdown social posters are also a story of “light” when you strolling in the city, you will meet the light, the Volvo XC40. When the light passes by, the number 4 3 2 1 appears. • Materials, style elements, design choices: photograph, GIF • Design development and process: Still picture and light movement, • Choice of campaign elements: auto and light • Approach: make the light move, make the countdown happen. • Scale: social media, China

Indication of how successful the outcome was in the market

The release of the counting down posters for Volvo XC40 is of tremendous propagation effect for the launch of this new marque. These four posters impress the audience with its authentic Nordic manner, demonstrating the edgy style of XC40 as a fun seeker, and also broke the stereotype of the Volvo brand. After posted these four posters on Volvo official WeChat site, this post has generated 92,482 views and 1,062 likes in total.