Volvo Launch of the new XC60

A closed exclusive event to bring a new Volvo model to the Russian market. The presentation of the new Volvo XC60 car was held in the innovative format of an immersive theater show in the Art Residence complex of designer mansions. The guests were media representatives, customers and partners of Volvo Cars Russia. The event lasted for three days, it was attended by about 1000 people. At the beginning of the show, each participant received a mask stylized as a crash mannequin. This created a special moment of experience, a dramatic load. The synopsis of the play was that the viewer was watching the life of an ordinary Swedish family that is preparing for a very important and disturbing event. By the denouement, it became clear that this was a family of crash mannequins who are in danger every day, and anyone can feel the same. At the culminating moment, a video clip was displayed on the screens, in which an accident almost occurred, but the safety system of the Volvo XC60 saved the heroes from disaster. What they had been preparing for so long did not happen, because it was the Volvo XC60 that was tested. The production was performed by famous actors Oleg Shklovsky, Alexander Stefantsov, Gennady Vyrypaev, and others. The audience was able to deeply feel that the main thing for Volvo is concern for safety. And the fact that everything was happening around the viewer, involving him in the action, reacting to it, reflected the key communication of the brand - Designed around you. This is the format that explained the advantages of the product in an accessible way, real, not fictional. The event was attended by 730 guests and 120 journalists. See also: Immersive presentation of the Volvo XC60 - article on SOSTAV. The Russian premiere of the Volvo XC60 took place in the format of an immersive performance Moments - article on Echo.