Using the insight that Volvo designers had the freedom to create the car without constraints and that our target demographic values independence of thought and resists traditional advertising, we developed a captivating campaign to launch the Volvo C30 centred around the concept of spontaneity. We positioned the new Volvo C30 as a 'Product of Free Will' and empowered our audience to express their opinions about the car in a spontaneous manner.

In phase one, we initiated a simple request for their input, inviting them to share their thoughts in an integrated campaign. This initial engagement set the stage for phase two, where we took the most compelling responses and transformed them into an even bigger integrated campaign, with assets including TV ads, social films and content, posters, events, games, and giveaways. By incorporating our audience's opinions and perspectives, we celebrated the spirit of spontaneity and ensured an authentic connection with our target audience.