Client's Brief: challenge consumer perceptions of Volvo as a boxy, dull, safe brand by revealing the exciting reality of the modern day Volvo experience.Marketing Objectives: demonstrate Volvo’s unique focus upon building cars for real-life challenges.Provoke brand reappraisal by confronting consumers with the reality of the modern Volvo experience and the modern Volvo owner.Use online initiatives to incentivise consumers to spend time exploring Volvo, thereby increasing product consideration.Target Audience: the target was as broad as Volvo's . Demographically, higher income, well-educated, 30-55 year-old men and women, across all lifestages.

Keeping with the spirit of the core creative concept, our media approach was to present Life on Board as a Project, not as a traditional campaign. This created a clear focal point for the campaign, facilitating easy consumption of the wealth of creative assets, while ensuring continuity in the consumer experience as and when more films came online. It also served to transform the campaign into a quality consumer experience.

All brand image indices significantly improved vs. Q1-Q2 2004Showroom traffic: +20 % v.. 2003Sales: +36 % vs. 2003 Internet visitors : +3.3 vs. 2004 average / +90% v.s. 2003Share of market increased +12% vs. 2003