HILL START ASSISTANCE

The idea of this campaign is to inform the target that the New Volvo V40 has hill start assistance. The way to communicate this is through funny analogies with situations where someone faces an unexpected question and has a bad time trying to start to answer. In everyday life this could happen, but not driving a Volvo V40

because it has hill start assistance.

Female Speaker: Andy, what are these magazines that I found behind the bathroom cabinet?

Male Speaker: Errr, well, um….

Voiceover (longer): Sometimes starting is an uphill struggle. That’s why the new Volvo V40 comes with Hill Start Assist. Volvo. Designed for people