«Where's Volvo?» Campaign Delivers Surprises
When a bright orange Volvo EX60 suddenly shows up in the middle of everyday life and passengers are sought for spontaneous surprise visits to loved ones, it’s not a breakdown—it’s a clever commercial content campaign.
From the «Where’s Walter?» Principle to an Emotional Road Trip
Under the title «Where is Volvo?», Goldbach Group AG, Volvo Cars Switzerland, and CH Media Mind sent three eye-catching, wrapped electric SUVs on a 32-day road trip through twelve regions of German-, French-, and Italian-speaking Switzerland. Mediabrands« request was to develop a creative idea for the launch of the new Volvo—whereupon Goldbach immediately delivered a creative concept based on the classic »Where's Waldo?" game. Tom Lou Krummenacher of Goldbach Commercial Content looks back and describes how the initial idea evolved into a tangible mechanism: After an intensive development phase, during which the creative concept was refined to suit the Swiss market, the main focus was on being approachable. The goal was clearly defined—anyone who spotted the eye-catching car on the street, waved, and got in would not only be driven to their destination of choice but would also automatically be entered into a drawing for the grand prize: a Volvo EX60 for an entire year.
Cian Via of Goldbach Commercial Content also knows that there must be much more to such a production than mere sensationalism. He emphasizes that success is based on close, collaborative partnerships with the media and the agencies involved, in order to deeply embed the brand in the minds of potential customers.
Check out this post on Instagram
Celebrity Passengers and Surprise Missions on Swiss Roads
The emotional encounters and celebrity passengers in the cockpit showed that the road trip was anything but a dry advertising message. None other than music greats like Stefanie Heinzmann and Marc Sway, sports stars like Kilian Wenger and Fabian Staudenmann, and celebrity chef Pascal Schmutz regularly took the wheel. The biggest surprises, however, happened during the rides: For example, a spontaneous ride with Radio 24 host Nina turned into a highly emotional surprise mission when a passenger was unexpectedly driven to visit her boyfriend, who had just undergone surgery. Marc Sway, for his part, demonstrated in the “rolling living room” just how harmoniously acoustic sessions and Bowers & Wilkins’ acclaimed noise-canceling sound system complement each other in the new EX60.
Check out this post on Instagram
A major media event and a strong response
Supported by national online platforms, social media clips, DOOH ads, and daily live reports on twelve local CH-Media stations, the campaign quickly grew into a major media event. Looking back, Giovanni Porcelli, Head of Digital & Consumer Journey at Volvo Cars Switzerland, is thrilled by the overwhelmingly positive response and the palpable momentum of the project: A strong brand must earn people’s trust through authentic experiences and emotional connection, rather than relying solely on traditional advertising—and that’s exactly what this road trip captured perfectly.
The beginning of a new era in storytelling
The results are impressive: over 20 million impressions, more than 200 pieces of content produced, and exactly 286 unforgettable rides in a Volvo. From a journalistic perspective, it’s clear that the courage to embrace unconventional, accessible formats pays off. A single brilliant idea is just the beginning of a promising path. Those who regularly repeat such emotional experiences in the future and refine the mechanics each time will create lasting value and permanently anchor the brand in consumers' minds. The teams involved—Goldbach, CH Media, and Volvo—have thus pulled off a challenging and brilliant start that sets the bar high and definitely leaves us wanting more.
