volvo omtanke

a brand communications platform that brings to life Volvo’s values and its ingenious approach to design, craft and sustainability - in and beyond cars.

2020 WARC Awards, Grand Prix for Effective Innovation
2019 MFA Awards, Grand Prix
2019 MFA Awards, Business Impact
2019 Effies, Brand Value, Bronze
2019 Effies, Other Consumer Goods, Silver

  • safety doesn’t sell premium cars, but it’s the cornerstone of Volvo’s brand. our challenge was to build consideration among ‘luxury intenders’ without focusing on vehicle performance.

  • luxury items aren’t a display of wealth; these days, they’re a conscious expression of intelligence. we knew our audience isn’t looking for flashy, expensive things - they’re looking for things that are different, sustainable, and designed with surprising creativity.

the brand platform centres around the word omtanke, which in Swedish means care, consideration and also ‘to think again’.

by telling the story of omtanke and how it forms the basis of Volvo’s approach to design and innovation, we positioned Volvo as a different kind of luxury brand. the communications campaign was activated by the Living Seawall activation and brought to life across TV, OOH, social media and digital display.

in the campaign’s first year, Volvo achieved up to 146% uplift in Premium Brand Indexes and a 136% uplift in brand consideration. the total number of all new car buyers who considered purchasing a Volvo rose by nearly 50%.

we reversed a sharp decline in sales and consideration without relying on price discounting or uplift in marketing expenditure.