Mindshare India, a WPP India agency has conceptualised and enabled the launch of the first electric vehicle, Volvo XC40 Recharge in the Metaverse.
Jyoti Malhotra, MD, Volvo Car India, will launch the Volvo XC40 Recharge in a virtual setting for Volvo consumers with approachable 3D experiences.
Volvoverse is the result of a partnership between Mindshare and other WPP agencies, including Hogarth, Yonder, Grey, and Genesis BCW. Volvoverse satisfies the group's goal of enabling customers to quickly access specialised businesses within the group and achieve their goals with a single point of contact.
“We at Mindshare strive to provide our clients with tech-enabled, creative branding solutions. The concept behind launching the XC40 Recharge in the Metaverse was to launch the EV in a sustainable ecosystem following Volvo’s vision. The Metaverse is evolving the Internet by bringing people closer. Using virtual worlds, we are looking to reach out to maximum audiences. 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,” stated Amin Lakhani, CEO, Mindshare South Asia.
As per Malhotra, Volvo has always been on the forefront of innovation and technology as it is globally known for its commitment to sustainability. “The launch of the XC40 Recharge on the metaverse 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,” he added.
Gopikaa Davar, CEO, Hogarth India said, “Hogarth is committed to reach Net Zero by 2030, and we are excited to partner with Mindshare & Volvo on a project, which brings together both our focus areas of sustainable production and the metaverse. Launching an electric vehicle in the virtual world is only befitting as a conscious alternative to a physical event where on an average, conference attendees would have produced around 170kgs of CO2 emission in a one-day event, according to a study done by University of Birmingham. This is a great example where we all are reducing and mitigating the environmental impact by using virtual studios and green screen shoots as a driving force, removing the need for location shoots and events and maximising the utilisation of the content we capture.”