Volvo: Challenging the conventions of a premium car brand

Volvo, the automotive company, turned an unloved salience driver into a cornerstone of brand building in its UK campaign.

Campaign details

Brand: VolvoClient: VolvoAgency: N/A

Summary

Safety is Volvo's greatest strength. It is what makes a Volvo a Volvo. However, safety was no longer going to be enough if the brand was going to make a push into the premium car segment. The category valued dominance, power and status symbols.

The problem was that Volvo stood for something different. They were seen as emotionally safe, as well as functionally safe. It's as if Volvo cared too much. People didn't emotionally buy into the brand. Our task was to find a new interpretation of premium...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands