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Volvo
S60 Launch: The Naughty Volvo

RAN IN: United States

CLIENT
Volvo

John Maloney - VP, Mktg. & Product Planning
Bill Buchka - Launch & Brand Comm. Manager
Linda Gangeri - Manager, National Advt.

AGENCY
Arnold Worldwide *Lead Agency

Don Lane - EVP, Executive Director
Chris Carl - SVP, Creative Director
Michael Howard - VP, Creative Director
Amy Manganiello - Mgmt. Supervisor
Luke Perkins - Creative Director
Joe Roman - VP, Acct. Director
Todd Sperry - VP, Group Acct. Director


EURORSCG - 4D *Lead Agency


MPG


Media Contacts


Plan B


SUMMARY

When the S60 was launched in September 2010, no one was waiting for the next performance car from Volvo, which was stereotyped as the safe, family car company. So we needed a campaign that would immediately signal the S60 was unlike any other Volvo. Our idea was to introduce it as The Naughty Volvo. And launched it with a campaign as surprising and innovative as the car itself.

CASE VIDEO


Hero Medium: Consumer Involvement

Medium Featured On Video: TV, Interactive, Print, OOH, Retail Experience, Cinema, Events, Consumer Involvement

Audience: New Audience

Objectives: Brand relaunch, reposition

Type: Business to Consumer

Classification: Local,Regional,National

Language: English