Volvo: A defiantly human success story

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

Campaign details

Brand: VolvoAdvertiser: Volvo Cars UKEntrant: Grey London and MindsharePrincipal authors: Matt Gladstone and Gilliam Caldwell-Dunn, GreyContributing authors: Liam Hannan, Mindshare; Mark Stockdale, The Effectiveness Partnership

Summary

A defiantly human success story

To survive, tiny, struggling, stodgy Volvo had to become a 'proper premium' brand, holding its own against some big, scarily strong alpha competitors. The solution lay in behaving like the niche brand it was, and identifying a small audience that was recruitable by articulating a purpose hidden at the heart of Volvo for 100 years. A radical comms...

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