Volvo Car UK marked the UK unveiling of the brand new XC40 with a simultaneous nationwide launch event last night (Thursday 22nd February) at around 100 retailers across the country, culminating in a prize draw with one winner driving home a Volvo XC40 R-Design.

Another 100 attendees won Harmon Kardon wireless sound sticks, to celebrate the state-of-the-art Harmon Kardon sound systems featured in the Volvo XC40

The event was created and delivered by experience agency TRO.

The event hospitality creative was centered on how simplifying and decluttering life can make people feel more fulfilled – much like Volvo’s products.

The XC40 is Volvo’s first ever premium compact SUV, and was recently named What Car? Car of the Year 2018, just four months after going on sale. It features much of the advanced connectivity, entertainment and safety technology found on Volvo’s larger XC60, S90, V90 and XC90 models.

Amy Lees, Product Marketing Manager at Volvo Car UK, said: “The XC40 represents Volvo’s progressive mindset and Swedish design creativity at its finest. We are incredibly proud of it, and wanted to celebrate the UK launch with our retail network at the very heart of the activity.”

Emma de Pfeiffer-Key, Account Director at TRO, adds: “It’s exciting to be so intrinsic to the UK reveal of such a fantastic product. The compact SUV segment is certainly a significant one, and we look forward to helping Volvo reach a whole new audience with this streamlined activity programme, driving footfall to retailers across the country.”

TRO, which was founded in the UK in 1982 as The Russell Organisation, is a global agency specializing in experiential and live marketing, events and retail. It is now an Omnicom Group company. TRO clients have included Nissan, BMW, Volvo, Lipton, British Airways, North Face and Guinness.

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Volvo Car UK is to bring a Scandinavian sanctuary to some of the UK’s busiest cities, offering locals a retreat from the stresses and strains of daily life.

Opening in Newcastle, Bristol, Norwich, Aberdeen and London in the coming weeks, the firm’s ‘Escape the City in your City’ pop-up studio will offer a selection of relaxing and complimentary sessions, including yoga, Swedish massage and meditation.

The studio first appeared on both Newcastle’s popular Grainger Street and Bristol’s Broadmead shopping district from August 11th-13th, and will then visit Aberdeen and Norwich before finishing in London’s Westfield shopping centre in Stratford from Friday August 25th-27th.

Experience agency TRO devised the campaign strategy and is also responsible for delivering the experiential activation.

Taking design cues from Scandinavian architecture to create a warm and intimate environment, the multifunctional space, designed by TRO, will also display Volvo’s long-awaited new XC60 premium SUV. With a beautifully designed, clutter-free cabin featuring natural materials and a 9-inch touchscreen, the XC60 will provide a relaxing and welcoming space for all its occupants, wherever the car may be.

For those who want a more hands-on experience of the new XC60, Volvo is also offering customers across the country the opportunity to discover the adventurous spirit of the new Volvo XC60 at a number of local, family-friendly off-road test drive events between August and September. Events start this weekend, and will take place in Mansfield, Nottinghamshire; York; Belfast; Falkirk; Hexham; Cannock Chase, Staffordshire; and Exeter.

Jon Wakefield, Managing Director, Volvo Car UK, says: “As a human-centric company, we want to reinforce the importance of taking time out of our busy schedules. Much like the interior of the new Volvo XC60, our pop-up studio will provide people with a calm, relaxing space to escape the rigours of city life.”

Nicky Morgan, Client Services Director at TRO, adds: “The long-awaited new XC60 is a significant model launch for the Volvo brand, and we’re delighted to be activating an experience which has people at its very core. The car is for discovering new places, meeting new people and experiencing life to the full – in the city and beyond, and we are passionate about bringing the product to life with a rich and engaging experience for consumers across the nation”.

More about the Escape the City tour and off-road test drive events, and to register for a place, visit www.volvocars.co.uk/EscapeTheCity. Participation in both events is completely free of charge.

TRO is a specialist experience agency, with over 400 people creating award-winning brand experiences from 16 offices in 11 countries across the world in Europe, Asia and Australia.

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Event and experiential agency TRO is again working on Volvo Cars’ brand sponsorship at UK festivals across the summer and autumn 2016.

Building on the success Volvo achieved with its festival programme last year, the Swedish automotive brand has already featured at Camp Bestival for the second year and will be appearing at Festival No.6 for the third year running.

For Camp Bestival at Dorset’s Lulworth Castle (which ran from 28th to 31st July 2016) TRO created an experiential activation called ‘Fika by Volvo Cars’, a Scandinavian hideaway which provided a unique experience for kids and parents alike. Fika is a concept in Swedish culture where people take a break out of their busy schedules. There were free kids craft activity sessions running throughout the day, while adults were offered complimentary refreshments and sweet treats.

With 70% ABC1 families, TRO says Camp Bestival’s audience profile was ideal for Volvo, offering perfect brand alignment with adventurous families and outdoor living. To help families kick off their festival experience in style and comfort, Volvo also ran a free shuttle service for those staying in Camping Plus.

Set in the village of Portmeirion and taking its name and inspiration from cult 1960s TV series, The Prisoner, Festival No.6 takes place from 1st to 4th September 2016. Appealing to well-travelled professionals, TRO has created a Swedish Spa experience for Boutique Camping customers, offering luxury wood burning hot tubs for glampers to relax and recharge. Volvo will also be offering a handy Park & Ride shuttle service.

TRO is a specialist experience agency with over 400 people creating award-winning brand experiences from 16 offices in 11 countries across the world in Europe, Asia and Australia.

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