Anthem puts emphasis on safety and style in latest Volvo campaign

Volvo has launched a major direct marketing initiative to woo drivers away from its German rivals in favour of its new S80 luxury saloon.

Volvo has launched a major direct marketing initiative to woo

drivers away from its German rivals in favour of its new S80 luxury

saloon.



A 100,000-strong direct mail drive together with 500,000 press inserts

are intended to support the premise that the car, while living up to

Volvo’s reputation for safety, is stylish too.



The S80 marks the Swedish manufacturer’s entry into the executive saloon

market, and the campaign will attempt to identify and target motorists

likely to be the most disloyal to other marques.



Anthem, the Abbott Mead Vickers Group subsidiary, has produced the

initiative which will run across 22 countries and link with the TV

commercial produced by the main agency.



The S80’s sensible and sexy appeal is exploited in the direct marketing

with a challenge to would-be customers, who are asked: ’What side of the

brain do you drive on?’



The advertising includes a short survey for drivers to work out whether

they are left- or right-brained. Results will be used to find those most

likely to make a switch.



David Nobay, Anthem’s creative partner, said: ’This is true

integration.



It builds on the central proposition for all the work involved in the

launch but it also takes the argument on.’



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