Volvo’s
The Choice

The XC40 was a new model for Volvo, in a new segment, targeting a new audience.

To better understand this new audience and build a relationship with them, my team at Grey pitched an unconventional approach: a social experiment that explored the differences between those who embrace the future…and those who fear it.

To better understand who might drive an XC40, we put 100 people in a room and gave them a choice: Walk through the exit? Or into the unknown?

Volvo believes that to make better cars, they need a better understanding of the people who drive them. By appealing to people excited by the future, we inserted the XC40 into their lives.

The powerful insights captured during the experiment left us with no choice: we had to put out a 9-minute hero film.

By taking an unconventional approach the XC40 was Volvo’s most successful car launch, quickly becoming their best-selling vehicle.

Upon entering an empty room, the participants heard a recording:

“In front of you are two doors. The only way you will know what’s behind the door on the left is to go through it. Behind door 2 is the exit.”

Adding credibility and expanding our audience, we partnered with explainer experts Vox.

Vox did a deep dive into The Choice, explaining how and why people make the decisions they do, including this article, this video, and this poll.

Results

• The XC40 was Volvo's most successful new model launch, and would become their best-selling model

• 4 million people watched the 9-minute hero video

• 2,500 reactions on social media

AGENCY: Grey
ECD: Matt O'Rourke
CD/CW: Nathan Archambault
CD/AD: Neil MacLean
PARTNER: Vox Creative
PRODUCTION: Uppercut
DIRECTOR: James Gallagher
EDITOR: Tyrone Rhabb

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