Volvo dares to be different with new luxury Volvo V40 campaign via Publicis Mojo New Zealand
November 7 2012, 5:34 pm | | 9 Comments
Volvo has launched its new integrated campaign for the luxurious Volvo V40 via Publicis Mojo New Zealand.
Publicis Mojo decided to use Volvo’s lack of market saturation in the luxury European cars category as a strength and encourage a very brand conscious audience to dare to be different, while at the same time force its way into their consideration set.
Creative Director – Lachlan McPherson
Creative – Guy Denniston
Strategy – Graham Ritchie
Account Service – Ollie Wall
Finished Artist – Pooileng Leong
Production/Creative Manager – Kylie Penman
9 Comments
ZZZZZZZZZZZ…
I like balls
idea’s clever , but that type of outward hating doesn’t do much for Volvo.
made them seem all bitter and snarky, like me on this blog
Makes me wish I drove a Merc.
There are people who will buy a car just to be a bit different. But it is generally a bad idea to remind them that is the only reason they have to buy your product over the market leader.
This ad just seems desperate. ‘Don’t buy the popular car everyone likes, buy us because we’re … NOT the popular car everyone loves’. Can’t you find one positive thing to say about your car? You have the ‘different’ vote already.
Mercs are so damn reliable it’s boring. Buy Volvo and discover how exciting and UBER stressful maintiaining a tin can can be. Yippee!
Mercs reliable? WTF?
Perhaps you’ve mistaken the faux-luxury brand wank badge-snobbery that happens in this part of the world as some evidence of premium quality. The reality is that Mercs (and many other european brands) are laughably poor, and the Japanese (and now Koreans) are really leading the pack…
http://www.reliabilityindex.com/manufacturer
or by car
http://www.reliabilityindex.com/top-100
If you want to drive a euro car because you enjoy the premium placebo effect of the brand that’s cool, but don’t post-rationalise it as a smarter choice…
There are a few things everyone knows about a Volvo: they are boring, safe and square. This campaign is none of the above and i like that about it.
Ps. ‘Mercs are so damn reliable’??
unbelievably bad – gobsmacked that it’s come out of an agency such as mojo.