How do you get the “young and trendy” to like “sensible and safe”?
Volvo wanted to target younger drivers towards their S40 and V40 marques. A series of Channel 4 idents featured a young couple trying to get from one place to another while suffering a series of mishaps. Their Volvo came to the rescue and the end line was “Urban Life Support”.
Burrows’ task was to see how we could take Urban Life Support further into the digital arena.
We built Volvo’s Urban Life Support online. It offered a new lifestyle portal where city dwellers sign up to receive discounts, offers and competitions from partner brands that cater for this specific market.
After 25 weeks the site had over 326 million impressions, 21,500 registered members and over 57,000 competition entrants. Brand association figures were over 80% despite no mention of the cars at all, and over a quarter of users had changed their overall perception of the Volvo brand.
