Volvo Cars UK: LifePaint

Matthew Gladstone and Wiktor Skoog

Campaign details

Brand owner: Volvo Cars
Lead agency: Grey London
Brand: Volvo Cars UK
Country: United Kingdom
Industry: Automotive
Channels used: Content marketing, Direct marketing, Earned media, buzz, Events & experiential, Internet - microsites, Online video, Packaging & design, Point-of-purchase, in-store, Product placement, Product sampling, Public relations, Social media, Word of mouth, advocacy
Media budget: Up to $500k

Executive Summary

Volvo is famous for safety. But in the cluttered, competitive space of automotive marketing, safety was becoming a hygiene factor. Hence, the brand was struggling to be heard in the run-up to the launch of their new luxury SUV, the XC90.