Volvo Car Poland is the exclusive distributor of Volvo passenger cars in Poland. Today, Volvo Car Poland is a rapidly growing company with an extensive dealership network consisting of 27 authorized points of sale for luxury cars. Following the global premiere of the new EX30 and EX90 models from the Swedish manufacturer, it was time for the presentation in Poland. The Polish premiere took place on July 13, 2023, at the Służewiec Track in Warsaw. As part of the event collaboration, the agency’s task was to promote the event in industry and lifestyle media, increase its publicity, and strengthen the Volvo brand’s reputation in the market by emphasizing the uniqueness of the event among both media representatives and guests.
Division of key media representatives into 3 groups
On the day of the event, organization of 2 slots for the media:
Group 1, availability of cars and experts for 12 editorial teams, each having 30 minutes to conduct individual interviews with experts, prepare video and audio materials showcasing the premiere cars.
Group 2, press conference presenting the new cars to 80 journalists
Group 3 – media invited to the main event
To highlight the uniqueness of the event, the agency selected and invited Polish screen stars to the event. The event was attended by: Rafał Cieszyński, Krzysztof Skórzyński, Izabela Janachowska, Grażyna Wolszczak, Klaudia Halejcio, Dorota Gardias, and Anna Wendzikowska. Each of the stars spoke to the camera about the new car – which was later used in subsequent publications.
Described in the media as “a car premiere that will go down in history,” it gathered over 3600 people and literally stirred up the entire Warsaw. The event was attended by notable personalities from the world of film, media, and of course, automotive industry, who admired the new Volvo models amidst the sounds of a rock concert. Among the guests were over 200 media representatives.
Media results:
