Working with the UK agency teams of Grey London and Mindshare, Volvo UK moved upmarket by re-discovering the human purpose behind its famous safety positioning.
An innovative approach to TV sponsorship used short, emotionally involving films and idents on the Sky Atlantic TV channel, celebrating individuals trying to make the world a better place.
Research showed a shift in brand perceptions and sales uplifts coinciding with phases of media activity. Volvo UK outperformed other European Volvo markets where this advertising did not run. It is estimated the strategy generated a net profit of at least £8.9m for Volvo.
This work was awarded a 2020 IPA Effectiveness Award - see film below.