Each celebrity drove a car that reflected their unique personality and, together with a co-driver selected from the public via social media, completed four unique challenges, each designed to demonstrate the human-centricity of the Volvo S60, the Volvo XC60, and the Volvo C30.
"We are looking for adventurous ideas beyond the norm, for out of the box thinking and creativity," says Volvo South Africa marketing and PR director, Michelle Naude. "Adventure begins with an inspired spirit and South Africans are an inspired nation. Imagine the freedom of an adventure, a road trip to explore the treasures that our incredible country offers.
"Communicating the intrinsic and extrinsic aspects of any car is hazarded by the mundane and the challenge of positioning a brand in the lifestyle space effectively is significant."
Last year, the company launched its foray into lifestyle by taking its cars off the road and onto the catwalk by inviting top local designers to dress their cars.
This year, the Big Drive cements its lifestyle relationship. "This takes it a step further, employing social media, above the line, retail and editorial to firmly highlight its innate qualities beyond driveability."
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