XC40 on podium in the "metaverse"
Volvo Car India launched the XC40 Recharge in a digital world, known as the metaverse - or ‘the Volvoverse’.
XC40 on podium in the "metaverse"
Volvo Cars has made history in India, becoming the first luxury auto brand to reveal a car in the metaverse, known locally as the ‘Volvoverse’.
Working with the region’s media agency, Mindshare India, Volvo Cars created a virtual world launch of the Volvo XC40 Recharge Pure Electric.
The foray into the metaverse was done to reduce the carbon footprint of a launch event. Every attendee at a physical event generates 170 kilograms of C02. With dozens or hundreds of attendees, a physical event can quickly generate many tonnes of carbon.
Mindshare India worked with other agencies under the umbrella of its parent company, WPP India, to create the metaverse experience, launched by Volvo Car India’s Managing Director, Jyoti Malhotra.
“Volvo has always been on the forefront of innovation and technology and we as a company are also globally known for our commitment to sustainability,” Malhotra said.
“The launch of the XC40 Recharge on the metaverse platform is a pioneering moment leveraging digital technology in the marketing sphere. The metaverse launch also contributes to our sustainability mission as it leaves a negligible carbon footprint as compared to conventional launches.”
Volvo Cars aims to be a fully-electric car company by 2030, globally, and be carbon neutral by 2040.
The concept behind the launch of the XC40 Recharge in the Volvoverse was to unveil the electric vehicle (EV) “in a sustainable ecosystem following the vision of Volvo”, Mindshare South Asia CEO Amin Lakhani said.
“The Metaverse is evolving the Internet by bringing people closer... We are excited to do the first-ever EV launch in the Metaverse with a campaign that appeals to our audience in an exciting new environment which is the first of its kind.”
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