Volvo: Living Seawall

Volvo, an automobile brand, created a Living Seawall to reposition its image and attract premium car buyers in Australia.

Campaign details

Brand: Volvo Car AustraliaAgency: whiteGREYCountry: Australia

Objectives

The task seemed simple: make Volvo a credible challenger in Australia's luxury car segment.

In Australia, Volvo was an un-obvious choice in a luxury automotive segment dominated by larger, more prestigious and lavishly funded brands. To become a choice, they needed to disrupt category expectations while still holding on to a distinct brand.

Objectives

The goal was 0.5% share – 8.7% growth. Seemingly small targets, but:

  1. Australia has 55 car brands, even leading luxury brands are in low single digits;
  2. Luxury brands' share was under strain...

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