Thought a Volvo was only good for Auntie Maeve picking up library books doing 30km per hour? Think again.
Special Group has thought outside the box once more for a new online campaign for the car brand, which is looking to change its image from conservative to dynamic and exciting.
The agency took the new Volvo S60 T6 to a clear track at Hampton Downs, got top racing drivers Jonny Reid and Earl Bamber, and made them drive blindfolded at 193km per hour.
That’s the ultimate test drive – all in the name of launching the new S60.
General manager of Volvo Stephen Kenchington said it was a move to get the public to understand that if you forget about the make of car, you can judge how good it really is.
“For many people Volvo has a reputation as a conservative brand, but our new breed of cars are in reality very dynamic and exciting vehicles.
“It’s about taking the blinkers off and opening your mind.”
Special ensured the blindfolded test drive could be pulled off without danger.
Agency partner Michael Redwood said the concept was radical, “particularly for Volvo, who are renowned for their advanced safety features and technology, so when we started developing the idea safety was foremost in our minds.”
The test drive launches online at www.s60.co.nz on Sunday but you can have a sneak peek here.
Also check out the teaser and the making of videos here and here.
Kids, don’t do this at home. (No, really. Don't.)
Vroom.
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Special Group and Volvo do 193km/hour, blindfolded
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