Borton Volvo had not changed its marketing approach since 1957. It was still running classified ads that were as bland as an unseasoned Swedish Meatball without gravy. And its website had been wrenched together by one of the service guys—it was so convoluted that the consumer needed a GPS to navigate it. We did some major bodywork on the brand. We developed a new website and ad campaign—made up of outdoor boards, direct mail, newspaper, radio, original music, television and online ads. We created a distinct identity for Borton Volvo that was clear, concise and didn’t even come close to being the butt of an Ole and Lena joke.
How could we attract the high-end luxury car buyer without using a voice over talent with an English accent or laying down Vivaldi’s Four Seasons as a music bed. We understood that the Volvo buyer was different from other luxury car owners. The Volvo buyer was fiscally conservative and not flashy. The Volvo buyer was family oriented. Their first concern was safety. And dog hair on the floor mats and seats was a common denominator among Volvo owners. So anything snobby or sexy was out.
We created a marketing campaign that embraced the Swedish heritage of the brand. We exploited the colors of the Swedish flag in every visual communication. And we created original Abba-esque music that was used in the radio and tv ads. The new brand identity we created for Borton Volvo was bright, playful and much easier to grasp than a slab of lutefisk.
The integrated branding campaign was comprised of the following:
OUTDOOR + TELEVISION + RADIO + ORIGINAL MUSIC + POS + WEBSITE + DIGITAL