Volvo: Human-Made Stories

Automobile brand Volvo identified a niche audience in the UK and targeted it with a blend of branded content and idents.

Campaign details

Brand: VolvoAgency: GreyCountry: United Kingdom

Objectives

Volvo's business strategy was to move upmarket – from unprofitable middle market to premium, alongside brands like BMW, Audi, Mercedes.

They developed new cars, such as the XC90. But the public still perceived them as a mid-market brand.

Our challenge was to reposition the Volvo brand into the premium category, so they could sell premium cars.

  • Brand positioning: create perceptions of Volvo as a premium car brand: from a safe/boring choice to an appealing, relevant brand that premium car buyers would be proud to own.
  • Brand health:...

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Insights Team
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