Volvia´s business idea is to only insure Volvo and Renault cars. This fact Volvia uses as an argument to make the owners of Volvos and Renaults feel that they have it ”a little bit better” than other car owners. To impose this feeling we rented an entire floor in the largest parking garage in Europe. The floor was decorated as a VIP lounge, with red carpets, cut-glass chandeliers and a bar for the cars. Only Volvos and Renaults were allowed entrance (for free of course) during four days.

Only two of the 7000 car owners who attended the event felt sour about it (one being a BMW owner they wouldn´t let in, the other a Volvo owner who initially thougt the event was made in honor of his 50th birthday). The rest were quite positive and a large amount of the participants brought with them brochures for signing an insurance. The event received some press coverage (mainly car magazines) and became a ”talk of the town”. The Volvia staff was so positive about the whole thing that it is planning to do it all over again in the near future.