Back in 2004, thirty two people in the town of Dalaro, Sweden (population 1015) bought a new Volvo S40. On the exact same day. What caused the entire town to buy the same car, separately, on the same day? Viral marketing, of course.

The “Mystery of Dalaro” was directed by Spike Jonze for Volvo’s European ad agency. It “documents” the phenomenon of coincidental consumption in a cute way. I especially like the Carl Jung reference. Don’t know if it ended up selling more than 32 cars though.

Via the book OBD: Obsessive Branding Disorder