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...