Agency: Abbott Mead Vickers | Author: Julie Porter |
Volvo 850
INTRODUCTION
This paper documents the key planning insight which recognised that changing attitudes towards Volvo drivers would be instrumental in changing attitudes towards the marque. This led to advertising that credibly married the demonstration of a different kind of car with the demonstration of a different kind of user.
BACKGROUND CONTEXT
Volvo is a well-established brand among owners and non-owners. The core values of safety, reliability and durability have been consistently supported by its product lines and advertising.
Whilst clearly positioning and differentiating the marque, its core...