Car reviews are a crucial part of the purchase journey. But most are written after the fact—edited, polished, and filtered. Volvo flipped the format with “Live Reviews,” a campaign that captured spontaneous reactions from real test drivers and turned them into live advertising. It wasn’t just authentic—it was immediate.
Campaign Overview
Developed by Volvo Brazil and Grey Brazil, “Live Reviews” launched in 2022 to promote the Volvo XC60. The campaign invited real drivers to test the car and share their reactions live. These unscripted reviews were instantly transformed into digital ads, social media posts, and showroom displays.
The campaign was supported by a microsite, influencer amplification, and showroom activations. It also included a backend system that captured and edited reactions in real time, pushing them to Volvo’s media channels within minutes.
Campaign Objective
Volvo aimed to:
Launch the new Volvo XC60 with a fresh, consumer-led narrative
Reinforce its brand identity around safety, innovation, and transparency
Build trust through unscripted, real-time testimonials
Drive showroom visits and test drive sign-ups
The goal was to turn customer reactions into campaign content—and make the audience the messenger.
Execution
Real-Time Capture: Cameras inside the XC60 recorded drivers’ reactions during test drives.
Instant Publishing: Reactions were edited and published as ads within minutes—on billboards, social media, and Volvo’s website.
Microsite Integration: A dedicated site showcased the latest live reviews and allowed users to book their own test drives.
Showroom Displays: Dealerships featured live review walls, turning customer voices into in-store storytelling.
Influencer Amplification: Creators joined the test drives and shared their own reactions, boosting reach.
Brand Impact
“Live Reviews” positioned Volvo as a transparent, consumer-first brand. It resonated with safety-conscious buyers, tech-savvy audiences, and showroom visitors. The campaign also elevated Volvo from advertiser to listener—one that values real voices over scripted hype.
Results
Live Reviews by Volvo transformed the traditional car review into an authentic, real-time experience — inviting everyday drivers to share unfiltered feedback directly from the driver’s seat. The campaign delivered measurable business impact, driving a +30% increase in test drive bookings and a +22% lift in XC60 showroom traffic.
It was featured in the Effie Awards and major creative showcases for its innovative approach to transparency and consumer trust. With high engagement across Instagram, YouTube, and dealership networks, the campaign significantly boosted brand trust and purchase intent, especially among first-time Volvo buyers, reinforcing Volvo’s reputation for honesty, safety, and human connection in automotive marketing.
Lessons Learned
“Live Reviews” teaches us that authenticity is speed-sensitive. The campaign also shows the power of user-led storytelling—when your audience speaks for you, trust follows. And finally, it proves that real-time content isn’t just possible—it’s powerful.
