Marketing Week – Volvo Emphasises Cars’ Beauty With Global Campaign
By Matthew Chapman
Volvo launches a global TV ad campaign this week that marks a shift in brand strategy, with the aim of creating an air of style and excitement around the cars.??The campaign was created by SapientNitro and hopes to get across the message of what it is like to be seduced by ’the beauty of Volvo’s design for the first time’.
SapientNitro’s joint executive creative directors, James Burchill and Nancy Hartley, conceived the campaign.
The ad was shot and produced in Australia and showcases the Volvo C30 coupe, C70 convertible, XC60 cross-over and XC90.
SapientNitro’s Sydney managing director Stuart Poignand says: “The work represents another step in the evolution of the Volvo brand. It works to highlight the true head turning style and desirability of Volvo cars”.
Volvo says the TV ads will be supported by a two-year integrated campaign, which will be rolled out online, via sponsorship, and in dealership channels
www.marketingweek.co.uk