mystery of dalaroe

The Mystery of Dalaroe was the title of a promotional campaign from Volvo that occurred during the end of 2003 and the beginning of 2004. It was considered an unusal way, at the time, to promote the launch of the new Volvo S40 using a documentary-style video approach. The campaign gained lots of interest in advertising industry as well as in automotive industry. Many chat-rooms activities were created to discuss this topic. In Switzerland the "Mystery of Dalaroe" is now used as a business case model for 360-campaigning using the mobile phone as main media. Dalaroe is a small town in the north of Stockholm, well known as recreational summer spot for Stockholmers.

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