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SAFE AND STYLE CAMPAIGN
VOLVOPresented by
Show Boat Advertising
Brand Statement
• Driving quality, safety and environmental care
• Working with energy, passion and respect for the individual.
Target Audience of Volvo (Brand)
• Ranges in age between 25 and 40
• High income
• Travellers
• Family oriented
• Urban
Over view of the Campaign:Safe and Style
• In 1959, Volvo invented the three-point safety belt which is one of
the most important safety features in every car.
• It is used in almost all cars now available but the problem is that not
all people tend to wear safety belts.
• This new campaign called ‘Safe and Style’ was launched in 2010.
• It was created in order to change people’s habits in UAE, where
they see the safety belt wearing as not very ‘cool’ thing to do.
Target Audience of the Campaign
• Current or Past Volvo Owners
• Prospective Volvo Drivers
• Ages 25-35
• Educated and Affluent
• Concerned with Style but also with Safety and Quality
Media consumed by the TG
• Magazines- Automobile, lifestyle, Business
• Television
• Newspaper
• Outdoor- Hoardings and bill boards
Print Media For the Campaign
• To reduce costs and increased understanding the brand created
their own fashion magazine. These magazines were distributed
directly to cafés, galleries, and the press.
• Instore, postcards drove people to enter the contest online, where
we captured valuable data with every entry.
• The magazine created PR in places Volvo safety normally would
never get in such as fashion blogs and style magazines.
Print Ads:
Print Ads:
Print Ads
Ethnography
The insight was derived by studying the habits, customs and beliefs of the people in UAE
• The number of people belonging to the affluent class in UAE is very high.
• Style and fashion is given a lot of importance in UAE, which makes wearing seat belts uncool.
• An average UAE citizen (Dubai, to be more specific) does not like to wear seatbelts for the following reasons:– They usually wear whites, which is creased by seatbelts. – They see it as a waste of time – Restricts their hand movements
Insight of the Campaign
“Safety is the new style”
• The idea was to get young people to begin thinking positively about
seatbelts and project it as a fashion statement.
• This ad campaign is aimed at getting young people to buckle up and to
celebrate the 50th anniversary of the invention of the three-point seat
belt. Volvo, like the rest of the world, realized that young people don't like
wearing seat belts.
• The Volvo Safe & Style Campaign was created to get the word out that
seat belts are cool and life saving. After all, seat belts save fashionable
lives too.
Related Articles
Link:http://www.thenational.ae/uae/transport/98-per-cent-of-passengers-in-car-crashes-were-not-wearing-seat-belts-study-finds
Link:http://www.timeoutdubai.com/aroundtown/features/45768-dubai:-the-seatbelt-issue
Link:http://www.arabianbusiness.com/property-test/article/565561-gucci-seatbelt-plan-to-get-young-drivers-to-buckle-up
Link:http://www.alertdriving.com/home/content/55-drivers-still-do-not-use-seatbelts-says-study
Volvo cashed in on Gucci’s stylish seatbelts and re-positioned themselves
Thank You
Show Boat Members: Anuja Nair (7)
Geeta Mihir Dutta (19)Parul Singh (36)Poornima R (37)
Raghuveer Patrachari (46)