The idea of launching XC90 with the web as main media - is very much related to the overall challenge for the new car on the Swedish market. How can we successfully launch a car that is already known by almost everybody in Sweden? The website is the ultimate tool to fully take advantage of this world and at the same time give the full picture of the car. It gives us the optimal opportunity to show the car from the aspirational/fantasy perspective to a more practical/functional perspective. The radical change in media structure is partly built on very positive results from previous campaigns run by Volvo, in which the web has played a significant role. The required outcome of this launch approach is to make the consumers (prospects and Volvos broader target group) think that “this is something unique and special” – never seen before. The launch was supported by a large outdoor campaign as well as nation-wide coverage print ads only showing the web address.