Japan, with its limited land availability and remarkably small parking spaces, has a high demand for compact cars. Additionally, many Japanese people have a preconceived notion that “Volvo equals big cars.” To launch the EX30, the smallest SUV in the company’s history, Grey leveraged these insights and set out to target customers who hadn’t previously considered Volvo because of concerns about size. They devised a fresh, unique approach to reframe Volvo SUVs and communicate the “Small is Mighty” concept to the marketplace.

As the Showroom Shrinks, the Experience Grows.

Famous

A miniature showroom, popping up in the unexpected nooks and crannies of the city, provided an unanticipated encounter and experience for those who weren't even in the market for a Volvo. This tiny space, a meticulously crafted replica of Volvo Studio Tokyo by miniature craftsmen, caught the eyes of passersby, leading to a flurry of photos and comments shared on social media.

Functioning as a novel user interface, the showroom allowed visitors to seamlessly book test drives and subscriptions through QR codes. The small display, amplified by media coverage, turned into a big surprise that successfully attracted new customers.