Big is beautiful? In cars, the planet doesn’t think so. The era of the mammoth fuel-guzzling SUV is beginning to wane as sustainability comes to the fore. Volvo Cars Australia turned to Melbourne experience agency, Graffiti, to demonstrate the sustainability credentials of the brand’s new compact EX30. So the agency built a Scandinavian-tiny house for it to live with, in an experience campaign called The Small Life by Volvo.
The Small Life, that emulates an immersive slow-living experience, is designed to attract the EV curious who are increasingly seeking to escape city life with off-grid getaways. The activation expresses the Volvo EX30’s minimalist luxury and sustainability credentials, wrapped in a palpable statement about the power of living small.
Taking sustainability focussed brand activations one step further, the house is set to enjoy a second life as a bookable retreat in regional NSW through a partnership with tiny house platform, Into the Wild Escapes. Visitors to the activation had the chance to win a weekend getaway in the house once it’s relocated, complete with a Volvo EX30 for the drive.
Volvo Car Australia marketing director, Julie Hutchinson, commented, “We were so excited by Graffiti’s approach to this launch. For us, being true to our brand values is critical and The Small Life by Volvo truly feels like an extension of those values while championing the Volvo EX30. We wanted to create an opportunity to engage this audience outside of the traditional showroom experience, so introducing them to the EX30 on their terms and in a way that aligns with their values is key. We are also thrilled that this brand activity will live on far beyond the physical activation.”
Carefully curated, the house features key touch points meticulously designed with renewable and recycled materials to echo the features and interior of the Volvo EX30. From the sound system, sofa fabrics, paint colours and lighting design, the house creates an immersive understanding of the Volvo EX30 before even stepping foot in the vehicle. Crucially for Volvo Cars, the activation allows for lead capture creating long term opportunities to engage with this audience.
“We knew that in order to align with both Volvo Cars’ values and the EX30’s progressive new audiences, we needed to create an experience that lived far beyond a physical event and had sustainability at its heart,” noted, Graffiti creative director, Katie Inglis. “By tapping into like-minded brand partnerships and content Volvo has been able to create enjoyment and offer EV education to passersby that experience The Small Life, as well as ensuring that these benefits are enjoyed far beyond the physical site with longer term purpose for the activation.”
The Small Life by Volvo activation has been attracting the curious at major CBD locations across Melbourne, Brisbane and Sydney and is currently making its way to its forever home in the Blue Mountains ready for the competition winners to visit.
Credits:
Client: Volvo Australia
Marketing Director: Julie Hutchinson
Brand Marketing Manager: Andrew Knox
Experiential Marketing & Activation Manager: Hayley McMahon
Agency: Graffiti
Creative Director: Katie Inglis
Senior Creative: Laurel Davis
Head of Experience: Vivienne Collins
Account Director: Madeline Shard
Senior Producer: Kate Plummer
Design & Styling: Ladesha Dromgool
Production: Mia Curtis, & Kate Speakman
