Volvo Australia targets busy families in new campaign for the XC60 SUV via Grey Sydney
Volvo Car Australia has launched a new campaign via Grey Sydney, aimed at busy families to highlight the safety and convenience benefits of its best-selling XC60 SUV.
The “Makes Parenting Look Easy” campaign harnesses the Swedish car maker’s well known reputation for safety via three 15-second TVC’s and content films. The campaign also includes out of home executions, extensive digital and social material, radio, press and direct marketing to both customers and prospects.
Says Oliver Peagam, marketing communications director, Volvo Car Australia: “Busy parents are used to juggling numerous tasks every day, including ferrying the kids around. This campaign shows how the XC60’s mix of safety and convenience features like rear parking camera and automatic tailgate opening helps makes the driving experience that much safer and convenient.”
Says Chad Mackenzie, CD of Grey Sydney and father of two: “Parenting is chaotic at best. So if Volvo’s incredible technology and safety features can create the illusion that you’ve got it under control, then I’m in.”
The campaign reinforces key safety features in the XC60, such as City Safety Auto Braking, Lane Departure Warning, and Volvo’s in-built two-stage booster cushions for young children.
The campaign will run from April to June.
11 Comments
Can’t spot one good thin about this.
Cheap
Wrong.
One of the most boring pieces of work I’ve seen for a while. Doesn’t even look like anyone tried.
The Volvo XC60, takes car ads to a new low.
What a waste of everybody’s time.
The original name Volvo comes from the latin ‘volvere’ meaning the motion and movement of balls.
Something this is sadly lacking.
Commenting would only give this work the legitimacy it totally lacks.
I commend the agency in making a car ad that visually stands out from the pack and doesn’t conform to the same ol’ boring cookie cutter mould as all the other car ads. The consumer will take note and brand awareness will be good.
Grey by nature.
@Something different
“The consumer will take note and brand awareness will be good.”
You know this for a fact, do you?