Campaign details
Brand: VolvoAdvertiser: Volvo Cars UKEntrant: Grey London and MindsharePrincipal authors: Matt Gladstone and Gilliam Caldwell-Dunn, GreyContributing authors: Liam Hannan, Mindshare; Mark Stockdale, The Effectiveness Partnership
Summary
A defiantly human success story
To survive, tiny, struggling, stodgy Volvo had to become a 'proper premium' brand, holding its own against some big, scarily strong alpha competitors. The solution lay in behaving like the niche brand it was, and identifying a small audience that was recruitable by articulating a purpose hidden at the heart of Volvo for 100 years. A radical comms...