In an effort to market its new hybrid vehicle to younger and more diverse buyers, Volvo is using a YouTuber for the first time to create a beat using the vehicle’s sounds.
For “The Sounds of the Volvo XC60 Plug-in Hybrid” campaign, the brand partnered with Andrew Huang to plug its XC60 Recharge Plug-in Hybrid. Huang is a partially deaf musician with over 2 million subscribers who will “make a beat of literally anything,” according to one of his videos.
The aim of the spot is to reach a younger, multicultural consumer “who may not have considered a luxury SUV before,” said Leigh Moynihan, Volvo’s head of marketing, in a statement. “Knowing this audience cares most about design and tech, we tapped into the creative talents of Andrew Huang and Dresage and let them create content that shows off the XC60 in a new way that appeals to their broad audiences.”