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Volvo Cars Anniversary party

After many exciting years filled with challenges, Volvo Cars could finally sit back for a while and enjoy. Their legendary Torslanda factory turned 50 years during the same time that a new factory opened, with new models on their way and with brighter future insights since a long time. To convey the unique feeling of proudness to all of their employees and their families, a real party was required, the biggest birthday party we ever invited to. A party in a vivid, active industry environment.

Idea

A fiftieth anniversary obviously requires a certain historical theme, but at least as important was to communicate pride, the emotional connection between the factory, company and their employees. Therefore, historical cars were enlisted with visits from different affiliates, such as The Gothenburg Opera and other cultural institutes as well as well-known trademarks with local connection. The human perspective together with the city of Gothenburg formed a parallel theme for the factory’s history.

In the middle of Sweden’s most legendary assembly factory, we developed a time-travel around an almost three kilometer long promenade giving the visitors a walk-through of the factory’s fifty-year history.

Concept

The historical theme as well as focus on the local pride and family feeling permeated the whole jubilee. All communication was integrated in the events own website Jubileumssidan, which both stood for information, invitations and entertainment intrinsically.

As part of its focus on local pride, the website Jubileumssidan was also used to engage all employees in a talent show which led to both a wide and unexpected blend of music, dance and magicians during the Family Days.

Impact

Number of visitors: 20 670 people

Awards