Volvo x Brand Potential: Experiences Beyond Mobility

The Potential

Volvo Car Netherlands needed to strengthen brand preference among a younger, lifestyle-oriented audience while launching the EX30 and EX30 Cross Country – and at the same time make Volvo’s core value of safety feel relevant and lived, not just claimed. The challenge was to earn attention through real experience, not paid media or traditional press formats.

The Insight

Young urban audiences crave conscious escape: they want to get out of the city, into nature, in style – and they expect brands to stand for something real, from sustainability to social responsibility. Safety and sustainability only matter if people can feel them in their own lives.

The Idea

Create a series of intimate, values-led experiences where media and creators don’t just hear Volvo’s story – they live it. First, the Midsommar Getaway: a curated, Swedish-inspired escape in Dutch nature to launch the EX30 and EX30 Cross Country as the perfect compact, sustainable lifestyle companion. Then, the Charity Roadtrip: a mission-led journey with partners like KNRM, the Dutch Traffic Safety Association and Fonds Slachtofferhulp, turning Volvo’s safety DNA into hands-on action and social impact.

The Impact

• 7 key lifestyle media titles and creators hosted for Midsommar Getaway
• 5+ in-depth editorial pieces in Bedrock, Manify, Marie Claire, Grazia and JAN (with more to follow)
• 50+ social posts for Midsommar Getaway with high engagement
• 55 social posts for the Charity Roadtrip, reaching 258,000+ people
• 6 editorial pieces from the Charity Roadtrip (including one print), total reach 31,000+
• Volvo positioned as a stylish, sustainable brand that fits the lifestyle of young urban audiences
• Safety reframed from a functional claim to a lived, social responsibility
• Deepened, long-term relationships with top lifestyle media and content creators
• Highly positive sentiment and glowing testimonials, building advocacy beyond individual campaigns

“Volvo didn’t just invite us to an event. They invited us into their world – and it felt honest, relevant and very now.” – Lifestyle media participant