Volvo: Challenging the conventions of a premium car brand

Volvo, the automotive company, turned an unloved salience driver into a cornerstone of brand building in its UK campaign.

Campaign details

Brand: Volvo Client: Volvo Agency: N/A

Summary

Safety is Volvo's greatest strength. It is what makes a Volvo a Volvo. However, safety was no longer going to be enough if the brand was going to make a push into the premium car segment. The category valued dominance, power and status symbols.

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