Volvo US: The Greatest Interception
Agency: Grey New York
Brand: Volvo USAdvertiser: Volvo Cars USCountry: USA
Objectives
Volvo was getting ready to announce its next generation of cars, starting with the all-new XC90. This was the rebirth of Volvo and a make-or-break year for the brand. It was time to get people reengaged so they would be receptive to what was coming next.
We knew that people weren't going to organically start talking about Volvo. We wanted to rekindle the love that consumers once had for the brand.
Northstar 2014 Brand Tracker: Spontaneous Awareness
The best way to...