Buff it? Or Bash it?
Volvo Cars UK Ltd.
Issue 4 | July 2008
Agency
EHS Brann Cirencester
Creative Team
Jimmy Thompson - Copywriter;Tim Waltho - Art Director;Phil Moore and Fred Caspari - Artwork;Frazer Howard - Creative Director
Production Team
James Denney and Phil Hall
Other Credits
Hannah Potter, Petrina Buckland, Julian Burrett, Claire Luscombe - Account Team
Date
March - April 2007
Background
The pack formed part of the launch campaign for the Volvo C30, Volvo’s new small car, and was designed to create impact and word of mouth amongst media and creative opinion formers and invite them to launch events at half a dozen UK cities.
Idea
The website, to which the campaign was driving targets, scored 4,000 unique hits and had more than 26,000 page views following the campaign. A total of 180 people signed up for the VIP guest list, 186 in Glasgow, 288 in Leeds and over 300 in Birmingham. That’s over 1,000 people signing up from a volume of 500.
Target Audience
Opinion leaders in the creative, communication and media industries
Size
500 packs
Our Thoughts
This is the Marmite strategy – you either love it or hate it – brought to the car market. Behind it is a desire to move Volvo away from being boringly Swedish, like all their tennis players, and reposition it as anything but bland. For the younger end of the C30’s target group, it probably works. When you’re in your 20s you want a car that’s as different as you are. When you’re in your 50s, you just want it to start in the mornings.