Volvo and the prominent DJ Avicii are both Swedish, but the similarities in their brands end there.
Seeking to strike a chord among millennials and to broaden its brand’s appeal, Volvo is partnering with Avicii to create a new music video based on Nina Simone’s classic song, Feeling Good. The video will be distributed exclusively via online social channels, beginning with YouTube, in a targeted effort to reach millennials where they consume media. It will then be followed by a PR campaign based on the theme of a “New Beginning” surrounding the Volvo XC90 SUV, which has been redesigned for 2016.