Volvo EX60 launch
After a strategic pitch, Volvo Car Belux appointed Walkie Talkie to further strengthen its press and influencer relations in Belgium. Our first milestone? The launch of the Volvo EX60 — the brand’s first fully electric vehicle in the premium midsize SUV segment.
A car of this caliber deserved more than a traditional introduction. It called for a launch experience that reflected its identity: refined, sustainable, and distinctly Scandinavian.
The challenge
The objective was clear: position the Volvo EX60 as a benchmark in premium electric mobility while reinforcing Volvo’s core values: luxurious Swedish design, sustainability and cultural relevance. We wanted to move beyond a standard automotive launch and create a cultural moment that would resonate with media and influencers alike.
The concept
To elevate the positioning, we searched for a Belgian artistic talent who could translate Scandinavian design into a contemporary artistic expression. We collaborated with Victor Verhelst, who created a unique interpretation of Scandinavian design, the USP's of the Volvo EX60 as well as the wide array of destinations to be reached on a single charge, all through digital art. His work became the creative backbone of the launch:
- A bespoke digital art installation inspired by the Volvo EX60
- An unconventional artistic car cover
- A striking LED art concept that enhanced the reveal moment
This artistic layer transformed the launch into an immersive experience where mobility met culture. The collaboration with Victor marks the beginning of a long-term partnership, with further creative initiatives to be unveiled in future.
Event partner We Make You Happy meticulously executed the event concept, ensuring every detail reflected the premium character of the Volvo EX60. Meanwhile, we curated a carefully selected guest list of leading automotive, lifestyle and art journalists as well as influencers, ensuring the right audience experienced the launch firsthand.
Beyond the creative direction, we also supported the development and refinement of the keynote speeches, ensuring that the narrative aligned seamlessly with the artistic concept and reinforced Volvo’s strategic positioning.
In addition to the event itself, we implemented a comprehensive media approach. Proactively, we engaged key journalists and influencers ahead of the launch to build anticipation and secure high-quality coverage. Reactively, we maintained close contact with media before, during and after the event, swiftly responding to interview requests, follow-up questions and content opportunities.
The result
By blending art, technology, and strategic PR — and by combining proactive outreach with responsive media relations — we created a launch moment that strengthened Volvo’s brand perception in Belgium, and set the tone for future electric milestones. The launch of the Volvo EX60 also marks the starting point of a broader communication trajectory. Throughout the rest of the year, Walkie Talkie will continue to activate the Volvo brand through a series of relevant content initiatives and strategic collaborations.
- Raising awareness of the Volvo brand
- Establishing Volvo in the Belgian media landscape with a focus on the new car launch
- Press & influencer relations
- Speechwriting for executives
- Proactive and reactive media contact
- Support of the product launch
- Enabling artist collaborations