Cannes Lions
I-MERGE, Leuven / VOLVO / 2007
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Volvo makes its debut in the segment of smaller cars with the new Volvo C30.Rather than showcasing the new C30 model and its benefits, Volvo wants to give the public the opportunity to judge for themselves, and create a buzz... So, for once, Volvo didn’t tell how great the new Volvo C30 is, but surfers could give their opinion and become one of the first C30 drivers. Based on the opinions on the site, 16 people were selected. They tested the new Volvo C30 for 1 week and all their experiences appeared on ‘a blog of free will’ thanks to a multimedia mobile phone.
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