Volvo is launching a new positioning with a pan-European campaign
that combines its reputation for safety with the design of its sporty
The advertising is the first from MVBMS Fuel Europe, which was recently
appointed the agency of record for Volvo in Europe.
The Amsterdam-based agency was launched by Messner Vetere Berger McNamee
Schmetterer/Euro RSCG to service the account in Europe.
The campaign, featuring a 30-second TV spot and outdoor, direct mail and
press, introduces a new concept, 'revolvolution'. This will form the
core of subsequent Volvo campaigns.
The broadcast and print for the campaign, entitled 'new world',
spotlights the S60. The campaign breaks in the UK this Thursday and then
across the rest of Europe.
The S60's shape is contrasted with a world of square clouds, square
statues and squarely trimmed poodles.
Ron Berger, the chief executive of MVBMS, said: 'By placing the sexy,
sporty S60 against a boxy world, we send the signal that boxy cars are a
thing of the past.'
Peter Rask, the global communication vice-president of Volvo, said:
'This breakthrough campaign will help spread the word to our most
important audience, the European auto buyer.'
MVBMS' Amsterdam agency is overseen by Jay Durante, a partner at MVBMS.
Chris Donkin, former operations director on J. Walter Thompson's Jaguar
account, recently joined the agency as the managing director.
The ads were art directed by Sean Robertson and the copywriter was Bruce
Gifford. They were directed by Agust Baldersson. Media is by MindShare.