Campaign details
Brand: VolvoAgency: GreyCountry: United Kingdom
Objectives
Volvo's business strategy was to move upmarket – from unprofitable middle market to premium, alongside brands like BMW, Audi, Mercedes.
They developed new cars, such as the XC90. But the public still perceived them as a mid-market brand.
Our challenge was to reposition the Volvo brand into the premium category, so they could sell premium cars.
- Brand positioning: create perceptions of Volvo as a premium car brand: from a safe/boring choice to an appealing, relevant brand that premium car buyers would be proud to own.
- Brand health:...