In honor of the launch of the Volvo S60 Concept, Volvo has collaborated with the video game developer SimBin to bring us a completely free and innovative concept:
Since May 26, the Volvo - The Game PC game is freely available for download. Gamers have the option of driving the Volvo S60 or 5 other models by the company: the Volvo C30, S60, S40, 850 and 240 Group A. They can try them out on two different tracks recreated down to the smallest detail: the Eco Driver Arena of Gothenburg (Sweden) and the Chiyaka (near Kiev, Ukraine).
There are three different difficulty levels depending on the skill of the player, in order to appeal to the maximum amount of people. "Volvo - The Game allows us to present the Volvo S60 Concept to a wide target audience", explains director Michael Persson, Director of Communications and Marketing at Volvo Cars. "Additionally, this allows us to show the interior and exterior of our product in an entertaining and unorthodox way. We show the players that we have worked tirelessly over the years to work on our Scandinavian design. Working with a team as professional as SimBin’s was a real pleasure."
This is not surprising, as the developer has been honored several times for the quality of their creations. "When Volvo presented us with the opportunity to create a simulation game for PC destined to a wide audience and integrating the S60 Concept, we immediately pounced on it", reveals Henrik Roos, CEO of SimBin Studios. "It was even more exciting that it was Volvo Cars approaching us. Two Swedish companies working together seemed like a great idea."
This is a very clever strategy by the brand, as it appeals both to car buffs as well as to the general public and showcases the product in a ludic context. Users are bound to become familiar with the product thanks to virtual races, all with the goal of creating the "Volvo" reflex.
Volvo should gain some brand awareness, as the company was always known to be advanced (even avant-garde) in terms of security, but was struggling becoming known for design or sports performance. This will enable Volvo to touch on the youth market, which they were basically absent from before.
Technique, attention to detail, emotion, feeling, pleasure: this is a top quality branded content game.