Volvo’s brand purpose is now beyond just the car!

Volvo has just won the Cannes Lions Grand Prix for their Lifepaint campaign. This revolutionary product is a reflective safety spray for cyclists that are invisible in daylight but highly visible at night in the glare of headlights. In a brave move that steps away from traditional auto campaigns, Volvo’s aim is to produce marketing that utilises its auto innovation technology and spin this into new products and services, like Lifepaint.

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Our take

Volvo’s innovation and fearlessness in stepping away from the ordinary has been repaid, with increases in brand loyalty and engagement metrics. The initial 2,000 cans distributed through London cycling shops quickly sold out and a further 20,000 were order in the first week alone. The accompanying online film generated 130 million global impressions, all with no media spend. A great example of how to leverage the power of social!

What’s The Wrap?

The Wrap is a fortnightly review of the latest trends and technologies from around the globe.

In a constantly evolving marketplace, we identify the best new technologies, campaigns and consumer behaviours and cast The Media Store lens over their practical application and efficacy, to ensure we and our clients remain at the forefront of the news.