Brand Challenge

Increase awareness of the refreshed Volvo XC60 and it's new features, whilst driving consideration amongst Volvo's target audience.

Response

A multi-channel partnership with the iconic cinema circuit, Curzon.

Curzon sites will screen a bespoke 45" co-branded ‘Turn Your Phone Off’ message in a premium position, with wide support across Curzon’s owned channels in-venue and online.

Brand-owned screenings throughout November of standout Swedish cinema, such as Force Majeure, with premium F&B (a traditional Glögg and cinnamon bun) to build stand-out and advocacy.

The Curzon partnership will also extend onto their streaming platform for home-viewing, and via Spotify giving film-lovers a new playlist for their next road trip.

Impact

• 15.8M impressions delivered (158% of target).

• Over-delivery across all channels, including 2.1M+ in-cinema.

•  862K added value impressions.