The smallest SUV in Volvo’s history, the “EX30” has been launched in Japan. It’s an electric vehicle with the features of larger SUVs. We needed to reach new customers, with the philosophy ‘Small is Mighty.’

The smallest SUV in Volvo’s 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.

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 30cm wide showroom was a fully functioning replica of Volvo Studio Tokyo, created by Japanese miniature craftsmen.

When people passing through town notice the showroom and peer in, they see a small world in action. They can witness miniature new cars, promotional videos, and even holograms of the little ambassadors interacting with customers in real life.

The QR code on the roof area also served as a new user interface, leading and connecting people directly to test drives and subscription reservations.

This small discovery was extended as a big surprise: for VOLVO fans and non-fans alike.

The smallest showrooms, 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 +300% sales growth (vs dealer sales in one week)

VOLVO JAPAN Highest Media Impression 229%

VOLVO JAPAN Highest Social Engagement +1813%

Earned Media 400MM.

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