Mystery of Dalarö
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The Mystery of Dalarö 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 unusual 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 Dalarö" is now used as a business case model for 360-campaigning using the mobile phone as main media. Dalarö is a small town to the south-east of Stockholm, well known as recreational summer spot for Stockholmers.
