MVBMS Fuel Europe to reposition Volvo S60 in debut pan-Euro drive

Volvo is launching a new positioning with a pan-European campaign

that combines its reputation for safety with the design of its sporty

S60 model.

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.


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