The launch of Volvo EX90 – The safest vehicle to date. The new fully electric SUV from Volvo is the most technical advanced vehicle in the Volvo fleet. It’s designed to understand you and its surroundings, to help keep you, your loved ones and others in traffic feel safer than ever, a human centric car. With long list of new added safety features, like Lidar, Over the air updates, No One left behind, Overall safety assistance, The Driver Alert Control System, Driver Understanding System – We needed to simplify the messaging and making it more human an less technical.
Volvo EX90 is not like any other car. It greets you. listens to you, guides you. Seeks to understand you and gets you better. Just like a friend. The friend concept set the tonality for the global campaign and we created a series of films and and an event to bring it to life.
CLIENT
Volvo Cars is a Swedish multinational manufacturer of luxury vehicles headquartered in Gothenburg. The company manufactures SUVs, station wagons, and sedans.
PROBLEM
Volvo was to launch their most technically advanced car to date. A versatile, stylish family car with modern proportions, combined with cutting-edge technology to optimise safety. With long list of new technical features they needed help with a campaign that could talk about this innovation in a simple and human way.
IDEA / INNOVATION
We developed a concept that described the car as a friend since it takes care of you on the road. It greets you. listens to you, guides you. Seeks to understand you and gets you better. It was launched through a series of films describing the new features through ‘your new friend’s‘ perspective.
Reveal film:
Lidar
Over the Air updates
Scandinavian Design
Driver Understanding System
“Beyond bringing our new vision to life, AKQA has helped bring our future technology to life in an artful way. We’re proud to share these important future innovations for safety — that not only understand the world around us, but also how you feel inside.”
Mike Johnstone
Global Head of Marketing & Brand, Volvo Cars
In parallel to the launch of the campaign, the EX90 was put on stage in Stockholm for the first time. A live event broadcasted to the whole world. Speakers from all departments at Volvo took the stage and told the story about how the EX90 came to life. It was also the first time Volvo’s new CEO Jim Rowan introduced Volvos new car.