As dominance in share of voice is crucial, we decided to focus on TV, cinema and the Internet a few weeks prior to the launch. To put emphasis on innovation, we had a series of films forming a story, showing off different elements of the car’s interior. All those main media were used to drive traffic to the detailed campaign site. Closer to the launch, print ads were used to drive traffic to the retailers.

The result of 65% awareness surpassed the target by 30%.The site had 220,000 unique visitors (120,000 more than expected) in four weeks. Spontaneous cinema ad awareness was 82% and prompted cinema ad awareness was 89%, the highest numbers ever in Sweden. The TV reach for the campaign period was 84%.