Volvo UK: "Or By" - How two little words made Volvo's safety matter again

This case study describes how Volvo, a Swedish car manufacturer, went against the expected position in the UK and got itself noticed - in a good way.

Volvo UK: "Or By" - How two little words made Volvo's safety matter again

Agency: Grey UK

Brand: Volvo UKAdvertiser: Volvo Cars UKCountry: United Kingdom

Objectives

Volvo's problem: The safety brand, but every car is safe enough now

Volvo built its brand on safety. Its life-saving technologies1 consistently led the way.

But today safety is a hygiene factor: e.g. competitors have the same 5* Euro NCAP ratings2. Interest in car safety has declined3:

The task: Make safety matter again

So our brief was tough – how to make Volvo and its safety...

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