Volvo: Unsafe Thinking

Volvo, a car manufacturer, launched a campaign in the UK to increase brand growth, improve brand perceptions and build salience.

Campaign details

Brand: VolvoAgency: Grey London

Summary

No brand in the world has such an inextricable, single-minded association to the word 'safety' as Volvo.

There is also no attribute that is less associated with prestige in today's premium car market.

This is a paper about how planning discovered that a brand's past may present itself as a gift, yet it can have all the attributes of a curse.

How despite decades of marketing to the contrary, planning realised Volvo cared about more than safety.

Volvo today is no longer just a functional, emotional and cultural symbol of...

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