Volvo: Omtanke, Re-thinking Volvo
We made Volvo meaningful again by shifting to a brand-led media approach. We challenged category convention to deliver a significant sales increase in a declining category.
Challenge
Volvo is synonymous with safety. Unfortunately, this was our problem: our difference had become commoditised in a declining category. We needed to make Volvo meaningful and stop the sales rot.
Insight & Idea
For a select group of premium car buyers, luxury had shifted to a more conscious expression of intelligence. With Volvo’s heritage, the opportunity was to bring Volvo’s ingenuity and empathy to life, showing how it impacts life beyond just our cars.
Delivery
We shifted to a brand-led approach, moving away from one-off model promotions and adapting existing offers into an always-on layer, using data signals to convert intent. Neuroscience was applied to optimise emotional impact across audio visual channels, while Volvo’s commitment to sustainability was brought to life through the Volvo Living Seawall, a world-first initiative designed to improve marine life.
Results
Volvo became meaningful again, with brand attributes up 92% and consideration increasing 136%. Crucially, sales followed, up 43% in a declining category, leading to a 47% increase in market share.