Volvo campaign takes a “naughty” position

Volvo is running an integrated campaign under the banner “The Naughty Volvo” to promote its new S60 model, ahead of the completion of its sale to Chinese manufacturer Geely.

The Ford-owned marque has appointed Arnold Worldwide, EuroRSCG 4D and SapientNitro to develop the campaign.

“The Naughty Volvo” aims to build on the brand’s responsible reputation by showing it has a fun and adventurous side.

It launches with a digital experience in March and will expand throughout the year to include television, social media, press ads, experiential activity, outdoor and CRM elements.

The online campaign centres around three Naughty Volvo Films, which end with the line: “Not naughty enough? You tell us.”

At this point, users will be invited into a crowd-sourcing device, which allows fans of the car to submit ideas for a fourth film, which will be the most adventurous and mischievous of the product demos.

The winning ideas will be produced and released before the S60 goes on sale later this year.

Don Lane, Volvo global brand director for Arnold, says: “The Naughty Volvo campaign is designed to be as surprising and innovative as the product itself. This is by far our most integrated, modern campaign.”

The S60 was launched at this week’s Geneva Motor Show, where Volvo chief executive Steve Odell said negotiations with Geely were on track and due to be signed by the end of this month.

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