Omtanke and rethinking Volvo

Volvo, an automotive brand, created a platform around Omtanke, a Swedish word meaning care and consideration, to attract and better-connect with luxury buyers in Australia.

Campaign details

Brand: VolvoAdvertiser: Volvo Cars AustraliaEntrant: whiteGREYPrincipal author: Matthew Simms, whiteGREY

Background

Our task seemed simple: make Volvo a credible challenger in Australia's luxury car segment.

Since launching redesigned vehicles from 2015, Volvo's models have been praised by the industry and are a step-up in quality and price. Yet despite Volvo being awarded 'Car of the Year',1 its sales were stagnant. We were facing some serious challenges.

Volvo was under-considered

Volvo Car Australia's awareness is high, but consideration lagged far behind competitors.2

This was a huge problem, correlation analysis...

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