Volvo needed to re-establish their credibility in the highly competitive Premium segment. They felt their competition were Audi and BMW, so we focussed on convincing customers of this, and sales rose 35% year on year.
S60
V60 Polestar
DEFECT TO SWEDEN
As part of our push to position Volvo as an alternative to the expected german Premium cars (BMW, Audi, Mercedes), we invited drivers to 'defect' to Sweden
Posters in busy shopping centres invited people to test their preference for Sweden over Germany with a fun interactive game, where you select
Are you ready to defect to Sweden?
