Volvo LifePaint

This case study explains how Volvo, the car manufacturer, focused on the safety of cyclists to help sell cars in the UK.

Volvo LifePaint

Campaign details

Brand: VolvoAgency: GREY LondonAdvertiser: Volvo Cars UKCountry: United Kingdom

Campaign Background & Summary

  1. Volvo had been known as the safe car brand. It set the agenda with innovations like three point seat belts, safety cages and rear facing child seats. But recently safety had become a hygiene factor, as Volvo innovations had been widely adopted across the industry.1
  2. Today, Premium competitors such as BMW, Mercedes and Audi are all safe. But, Volvo, and their key brand attribute car safety was losing salience, as shown in Google search trends,...

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