Behind the Wheel: Seen Presents on Launching Volvo EX30 with Experiential Marketing
In an era where automotive brands are shifting gears towards more authentic, engaging ways to connect with consumers, experiential marketing has become a complete game-changer.
Chris Blaydes, design director at Seen Presents, recently led the innovative launch of the Volvo EX30 and he understands this shift better than most. By creating immersive, multi-sensory experiences that go beyond the product itself, Chris helped Volvo strengthen its brand connection through storytelling, sustainability, and emotional resonance.
He speaks to LBB’s Alex Reeves and delves into the strategy behind the EX30 launch to explain why experiential marketing is redefining the automotive industry.
LBB> Why is experiential such a useful and exciting prospect for automotive brands right now?
Chris> Experiential marketing is vital for automotive brands today as the traditional dealership model has shifted. Consumers now prefer organic, pressure-free interactions through experiential which offers a below-the-line, anti-sales approach, allowing brands to connect with consumers in more authentic, engaging ways. These experiences not only differentiate brands in a saturated marketplace, but also encourage organic social media content and extend their reach. By creating memorable experiences in traditional retail spaces, automotive brands bring their product to the consumer, showcasing their unique selling points and building genuine connections that influence purchasing decisions without the hard sell.
LBB> How enthusiastic are car brands about this kind of marketing? How do you think that differs from other brand categories?
Chris> Car brands are increasingly enthusiastic about experiential marketing because it drives real brand engagement. From my experience, major brands invest millions year-on-year, particularly surrounding big launches and milestones. While some brands still rely on traditional methods like TV and billboards, younger consumers who are starting to reach more affluent lifestyle choices are on the rise, so it’s harder to reach this demographic through traditional channels.
We’ve seen a similar shift in other industries like tech and entertainment, where consumers are beginning to crave first-hand experiences with products. People want to feel like the brand cares and wants to engage with them, but this is difficult to achieve through screens alone in today’s digital age, which stimulates enthusiasm surrounding experiential.
LBB> Why is brand overtaking product in this space?
Chris> Brand is overtaking product in the automotive space because, with so many brands going electric and regulations changing, it’s harder to stand out with just product features. Today’s consumers want more than a great car; they want to purchase from brands that align with their values and interests. With Volvo for example, while performance and reliability matter, what really draws people in is Volvo’s strong sustainability and wellness pledge.
It’s no longer just about having a great product – consumers now seek confidence in making eco-conscious decisions, and the brands people are buying into play a key role in portraying that commitment to sustainability.
LBB> And how did you apply all of that to your campaign for the Volvo EX30 launch?
Chris> For the Volvo EX30 launch, we collaborated with CAA to create the exclusive ‘Hus of Volvo’, which consisted of four multi-sensory immersive rooms, each representing the interior options of the car. These rooms; Pine, Indigo, Breeze and Mist, were rooted in sustainability and Scandinavian design ethos.
It was our first project with an automotive brand, and we had such a rich story to share because Volvo is an industry leader that truly values experience and storytelling. CAA partnered with influencers and creators whose values resonated with Volvo's brand, delivering messaging that felt genuine and authentic. The essence of the EX30 and its Scandinavian heritage was woven throughout, from the Scandinavian voice to welcome guests as they entered the experience, to the thoughtfully curated Swedish Fika food offerings. We also developed the immersive ‘Mist’ soundscape and digital experience, taking guests on a journey through northern Sweden; and the ‘Breeze’ AR filter which informed guests of key sustainability stories, in-house, enhancing the overall experience with unique elements.
LBB> What were the guiding principles of that?
Chris> The guiding principles for ‘Hus of Volvo’ were:
- Narrative Participation: Guests would become protagonists in the brand story by curating intimate, meaningful experiences that brought the Volvo spaces to life through their own unique lens.
- Connected to Nature: We needed to celebrate sustainable processes and have sensitivity to the impact of production.
- Emotional Catalyst: The experience needed to trigger strong emotions, creating lasting memories of Volvo and the EX30.
- Material circularity: Every material used needed to have sustainable origins and be reused post event, where possible.
LBB> What were the biggest challenges?
Chris> The biggest challenge in delivering this experience was creating an activation that felt organic, which would encourage influencers to create content authentically. We aimed to create engaging and interactive spaces for our guests which would equip them with a deeper understanding of the EX30’s benefits and Volvo’s environmental commitments. A traditional approach would be to simply get the car into the space and get as many eyes on it as possible, but we wanted to immerse people in the brand to understand the depth of the product. Essentially, the main challenge was balancing the need to highlight every aspect of the vehicle while allowing guests the freedom to form a personal, unforced connection with the product.
LBB> How did people respond?
Chris> The event was a resounding success with a 150% increase in interest to test drive, resulting in 87% of attendees being willing to recommend it to friends and family and 61% brand familiarity among guests.
We also generated widespread social media coverage, reaching an audience of 1.35m+, with 38 thousand views over 1 week on our bespoke TikTok filter, which hit the top 5% of all creator effects on the platform, as well as generating 32 pieces of new content created for paid amplification on Volvo’s channels.
LBB> And what did you do that you'd love to see more car brands learn from?
Chris> We created an experience that went beyond the car itself, focusing on storytelling to convey the brand’s values through immersive environments. Rather than directly selling the product, we designed spaces where guests could connect the dots on their own, fostering a more authentic interaction with the brand. For instance, we had guests play and craft with denim to explore the sustainable materials used within the car, rather than showing them the car seat. Using analogies instead of presenting straight facts is a bold and impactful branding strategy which should be adopted by more brands to foster deeper connections.
LBB> What other brands are doing this sort of thing really well?
Chris> Porsche has mastered this approach, positioning itself not just as a car manufacturer but as a lifestyle brand deeply embedded in culture. They've seamlessly blended their automotive heritage with broader cultural narratives, making the brand resonate far beyond just cars. By investing in B2B spaces like SXSW, Porsche has shown a commitment to innovation and creativity. Their collaborations with consumer brands like Pixar and Aime Leon Dore, as well as partnerships with music artists further amplifies their presence in lifestyle spaces. This thorough strategy cultivates a loyal following and more importantly, increases brand love.
