The final stage of the global teaser campaign for Volvo’s new car launch the new Volvo XC60. The idea was to create ‘the world’s first co-created Volvo billboard’. Based in the fictional Swedish town of ‘Löv’, the previous stages of the teaser campaign highlighted stories about the various features of the car. Visitors could submit what they ‘Löv’ onto digital puzzle pieces – which would then be placed onto a huge billboard to be driven through Europe.
This digital version allows people to explore the billboard, submit messages, and allowing them to search for messages from all over the world. Once enough submissions – some 15,000 – the billboard was created and mounted to a truck which was then driven through Europe as part of the teaser launch.