Omtanke

Brands

whiteGREY

Mindshare

Maverick

Hogarth

Client

Volvo Car Australia

Category

Communications

Experience

Technology

Commerce

This is a story about how Volvo reinvented yet respected its heritage. How it transformed its marketing strategy by shifting from short-term sales-activation to long-term brand-building. How it achieved unprecedented growth despite a stagnating Australian car market. How it disrupted category conventions by creating a profoundly unconventional automotive launch.

A once safe and sensible car brand shook up a lavishly funded and glamorous segment by redefining luxury and status. Ultimately, it’s how a radically different approach propelled Volvo to unprecedented growth in a stagnating Australian car market. 

Volvo is famous for safety. But luxury buyers demand aspiration which was not seen in safety. Volvo’s strength had become its weakness. Based on research, we surfaced a deeply rooted value for Volvo within its Premium Brand rivals. It was Ingenious Empathy. A different belief of luxury also emerged. It was generosity.


Volvo’s safety was redefined with ‘Omtanke’, a brand centered around generosity and ingenuity, we launched it with the divergent Living Seawall project.

‘Omtanke’ generated record sales, was the only luxury brand to have growth in 2018.
 

Contact

Justine Leong - justine.leong@whitegrey.com.au

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