The Volvo XC40 was designed with the young, urban professional in mind – a compact SUV that strikes the perfect balance between family friendly and inner city commuting.

Whilst the concept was highly relevant for the Dutch driver, Volvo faced two significant challenges in prompting trial of their new model within the Netherlands. Firstly, the majority of the target market reside outside of the major cities where dealerships are located. Moreover, they simply don’t have the time for a test drive, which is only further exacerbated by their proximity to the dealerships.

Thus, an on-demand solution was needed that increased both the visibility of the new range and the number of test drives within the specific areas that young, urban professionals are employed or spend quality leisure time. The ‘pop-up’ test drive interactive screens were therefore strategically activated in and around the social and cultural hub of Amsterdam.

Via an interconnected Digital Outdoor and Mobile media approach we turned the test drive into an unforgettable experience.

Inspired by Uber, a bespoke Mobile App was developed and synced with DOOH panels that displayed live feed GPS tracking of XC40's available for test drive in the area. Prospective buyers could immediately book a test drive via the app and take the wheel at one of the numerous bus shelters which had been transformed into a pop-up showroom.

By using connected devices we were able to seamlessly connect to the media use of the target group, at moments that truly matter. By flipping the script on the usual OOH commitment for a car launch (i.e building national reach at scale) Volvo successfully shifted the focus to maximizing impact and creating an unforgettable experience via unparalleled interactivity.