In an era where automotive brands are shifting gears towards more authentic, engaging ways to connect with consumers, experiential marketing has become a complete game-changer. 

Chris Blaydes, design director at Seen Presents, recently led the innovative launch of the Volvo EX30 and he understands this shift better than most. By creating immersive, multi-sensory experiences that go beyond the product itself, Chris helped Volvo strengthen its brand connection through storytelling, sustainability, and emotional resonance. 

He speaks to LBB’s Alex Reeves and delves into the strategy behind the EX30 launch to explain why experiential marketing is redefining the automotive industry.

LBB> Why is experiential such a useful and exciting prospect for automotive brands right now?  

Chris> Experiential marketing is vital for automotive brands today as the traditional dealership model has shifted. Consumers now prefer organic, pressure-free interactions through experiential which offers a below-the-line, anti-sales approach, allowing brands to connect with consumers in more authentic, engaging ways. These experiences not only differentiate brands in a saturated marketplace, but also encourage organic social media content and extend their reach. By creating memorable experiences in traditional retail spaces, automotive brands bring their product to the consumer, showcasing their unique selling points and building genuine connections that influence purchasing decisions without the hard sell. 

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