In Sweden, the most popular tv and radio stations are publicly funded and therefore free from advertising. If you want to make your voice heard through these channels you have to produce content that says something about your brand without being perceived as advertising.

The music video was done in collaboration with some of Sweden’s most popular artists and was released as a regular song/music video. The song topped the DigiListan - Sweden’s most influential music chart, based on downloads and streaming, and entered the Svenskstoppen - a Swedish chart based on weekly opinion polls. Both these charts are aired on Sweden’s most popular radio station. A station that’s publicly funded and therefore free from advertising.

The reception of the campaign has been fantastic.

14% of those who have seen the campaign say that they are thinking of buying a Volvo thanks to the campaign.

And it’s seen in the sales: the Volvo XC60 has sold 101% above target. And on average all Volvo models have sold 26% above target.

Immediately after the première, Volvo was chosen as Sweden’s strongest brand for the second year in a row.

Last but not least, the song Winter’s Tale has been played millions of times on Spotify, topped the DigiListan - a Swedish chart based on downloads and streaming, and entered the Svenskstoppen - a Swedish chart based on weekly opinion polls.