Due to Japan's limited land area, home parking spaces are remarkably narrow, leading to a high demand for small cars. However, many Japanese people mistakenly believe that "VOLVO is for big cars".

The smallest SUV in Volvo's history, the "EX30", is being launched in Japan. It's an electric vehicle that combines the features and equipment of large SUVs. To reach new customers who have never been interested in Volvo before, how can we use the "Small is Mighty" philosophy?

In Japan, the younger generation is also less interested in cars in the first place. Since many do not own cars, there are fewer opportunities to visit showrooms. Therefore, the idea of how to make contact with new customers became the trigger for the project.

The smallest SUV in VOLVO history, in the smallest showroom. The goal was to create an unexpected small encounter and small experience for people who had not planned to buy a Volvo, and to generate unprecedented buzz and engagement.

VOLVO STUDIO Tokyo was recreated by Japanese miniature craftsmen in amazingly elaborate detail. The smallest miniature showroom with a width of 30 cm was suddenly OPENED on a street corner.

People who had never been interested in VOLVO before, especially the younger generation.

Instead of a traditional media pull advertising strategy, we created unexpected touchpoint through street corner activation, while also using SNS posts and digital advertising to create buzz. By creating content that will be featured in the news or something that people who discover the showroom will want to post on social networking sites, we aim for driving secondary diffusion.

The smallest showrooms, 30 cm wide, were opened for two months in four cities in Japan (Tokyo, Nagoya, Osaka, and Fukuoka) at a total of 11 locations.

VOLVO JAPAN Highest Online Sales (300cars / 1st week)

VOLVO JAPAN Highest Media Impression 229%

VOLVO JAPAN Highest Social Engagement

Earned Media 400MM.

The Smallest Showroom became the most effective dealership in the world.