Although permanent drive-in cinemas are still in existence in some places around the globe, permanent and temporary drive-ins in London and the UK in general are extremely rare due to limited space. But for two days this summer, the drive-in is in London – thanks to a man named Damian Barr and the car manufacturer Volvo. Barr spoke to a number of car companies and found that Volvo was the right fit for his unique project named Starlite Urban Drive In. "We wanted a partner, not a sponsor who just wanted to slap a big logo on everything”, said Barr. “Volvo were very hands-off and genuinely wanted us to be creative.”

 The carbon-free Volvo Starlite Urban Drive-In opened to the general public on July 2nd and 3rd at iconic East London venue the Truman Brewery. Volvo supplied the seating, with 25 shiny new cars parked for viewing pleasure. The line-up of cars included the XC60 crossover, the new C30 Sports Coupe and C70 coupe/convertible. Roller skating waitresses were also wandering around to take orders for popcorn and drinks.
Tickets were sold out in less than a minute on opening day, back on June 1st. Tickets were GBP 25 per person, with a maximum of two people per car. “The opportunity seemed to be one that fit well with our brand," the Volvo spokeswoman declared. “It also gave us a fun and unique opportunity to reach a younger audience that may not have been exposed to the Volvo brand before. We've been delighted with the success of the Starlite Urban drive-in."
So what does this unique event tell us about Volvo’s approach to branding? Firstly, they understand the subtle and long term nature of brand building. Volvo was not eager to plaster their logo and promotional material throughout the drive in venue, but realized that by giving theater-goers an experience in Volvo cars, positive perceptions would be built in the minds of potential consumers. Volvo also recognized the need to make brand experiences relevant for different target markets. In this case the brand targeted a younger crowd, whereas traditionally the brand has focused on appealing to families with their brand value of safety. Furthermore, Volvo likely saw the urban, eco-conscious drive in as a public relations activity, as this novel and exclusive event drew much media attention. Effective PR is an important part of brand building, as the statements below reveal:
“PR generates publicity for the brand, helps solidify the public’s opinion of the brand, and defines the brand—all without being perceived by the public.” – Michael Levine, author of A Branded World
“PR is based on third party endorsement. It’s way more credible and fast-acting than when you pay for ads.” - Rob Frankel, author of Revenge of Brand X.
All in all it seems the Starlite Urban Drive In was a successful brand building activity for Volvo, and highly enjoyable for theater-goers as well. Nostalgia is a powerful and positive tool for appealing to target audiences, both young and old, and can be even more effective when given a modern twist.