Branded entertainment is an increasingly popular way of working with brands in Sweden. The media landscape is quite scattered and online channels are becoming more important in the total media mix. Smartphone penetration and use of social media are about the highest in the world.

Leave The World Behind was the first song that Swedish House Mafia wrote. The song started the success-story that lasted until 24 March 2013 when Swedish House Mafia played together for the very last time. As a final farewell to their fans SHM together with Volvo released a new version of the song along with a music video where we see the three guys leave the world behind, each in their own Volvo XC60.

The launch campaign of the new Volvo XC60 has broken all earlier Volvo records.

Awareness effects:

The campaign was seen by 6 out of 10 in the target group in three days with a total Ad Awareness of 57%, 63% above target.

Attitude changes:

Increased liking of the Volvo brand by 85%.

Preference for Volvo’s company cars increased by 27%, 80% above target.

Behaviour effects:

The effect was immediate, the share of XC60 configurations, (cars built online), increased by 54% during weeks 20 - 26 when the campaign was at its height, 260% above target.

Traffic to volvocars.se rose by 65% during the most intensive period directly after the TV launch, that is, week 20-22, 116% above target.

The share of XC60 customer orders increased by as much as 43% (share during weeks 20-26 versus the sales share in the previous 12 months). 187% above target.

The cover version of ”Leave the World Behind”, climbed quickly on Swedish iTunes and Digilistan as well as becoming the most played song on Spotify. The music video became the third most shown globally, shown over 2.5 million times during the campaign period.