The holy grail for any marketer is to cultivate a passionate following of repeat purchasers—people who not only buy your brand but also sing its praises to anyone who will listen. Whether they’re called loyalists, advocates, or ambassadors, these are the individuals all great brands find a way to nurture. One of the most effective ambassador programs I’ve personally experienced is Volvo’s Overseas Delivery (OSD) Program—a unique initiative that combines car buying with a Scandinavian travel adventure. It’s a compelling case study in how brands can foster passion through personalization, exclusivity, and immersive storytelling.

A Luxury purchase, a lifetime memory

Instead of the dreaded dealership haggle and hand-off, OSD customers pay a set national price for a new vehicle, customized to their exact specifications. That price varies annually, but currently includes a 5% discount off MSRP. And here’s where things get interesting: Volvo provides two Premium Economy tickets to Gothenburg, Sweden, to take official delivery of the car. They also arrange airport transfers, book you into a quality hotel, and even treat you to dinner.

On delivery day, you’re welcomed by a concierge at the spectacular new World of Volvo center. Here, your vehicle is literally unveiled and ceremoniously delivered. You receive a detailed orientation of your new car and are offered a rare opportunity to tour Volvo’s state-of-the-art factory.

Your gleaming new car is then licensed and insured for European driving, effectively becoming a complimentary luxury rental until you turn it in for shipment to your local dealership. For us, that meant a 1,000-mile sojourn through Sweden, Norway, and Denmark, along some of the most beautiful routes I’ve ever driven.

In short, this isn’t just a transaction—it’s a curated journey. For customers, it becomes a story they love to share and re-share, transforming them into enthusiastic brand ambassadors.

Too good to be true?

In a nod to the common reaction from first-time hearers, Volvo even used “Too Good to Be True” as the tagline for the program. But as unlikely as it may sound, OSD has been around since 1956 and currently delivers nearly 1,000 vehicles per year to U.S. customers. The program boasts an impressive 90% repeat purchase intent, with many participants opting to return to Sweden and do it all over again. (Full disclosure: I’ve done it twice!)

why it works: Experience vs transaction

Volvo’s innovative program taps into three key elements of modern brand engagement:

Emotional Connection: By turning the purchase into a once-in-a-lifetime experience, Volvo establishes a deep emotional bond between the customer and the brand.
Social Currency: Participants gain a unique story to share—a rare badge of honor in a crowded consumer world.
Cultural Immersion: Letting customers see the heart of Volvo in Sweden ties the car to values of safety, sustainability, and design in a tangible, memorable way.

KEY TAKEAWAYS FOR OTHER BRANDS

Not every company can afford to fly customers halfway around the world, but the principles behind Volvo’s program are broadly applicable:

Pull back the curtain: Offer factory tours, maker stories, or customer co-creation experiences. Build memories, not just products.
Cultivate exclusivity: Make ownership feel like entry into a meaningful club or community.
Redefine loyalty: Move beyond points programs and create a lifestyle customers want to live and share.

Volvo’s Overseas Delivery Program is more than just clever marketing—it’s an investment in word-of-mouth capital. Create unforgettable moments, and your customers will become your most powerful advocates.