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1VOLVO CAR GROUP RESULTS PRESENTATION JANUARY-JUNE 2016

Bringing back the volvo brand in the u.sBodil Eriksson, volvo car USA


starting point January 2014 Out of sight & out of mind | 4% spontaneous awareness | record low

sales

“Suzuki pulled out of the American

market last year.

Mitsubishi and

Volvo will follow

soon”

Volvo is ranked 5

out of 10 brands

that will disappear

in 2014.


MEANWHILE; THE TRANSFORMATION OF VOLVO CARS HAD BEGUN

“The Stunning Volvo Concept Coupé Is The New

Swedish Sexy” Jalopnik

“Well, hello gorgeous. Aren't you a nice surprise

for our Wednesday night!” Jalopnik

"It is the prettiest Volvo ever" Automobile

“Volvo Concept Coupe. Volvo, Reinvented.

Volvo’s future is looking good. Very good, we’d

say.” AskMen


1st proof point: the all new xc90 “The inside out” launch

“Called SENSUS, it’s the best touchscreen

entertainment and information system on the

market, if not the best of any, full stop” Motor Trend

“Range Rover beware, the all new Volvo XC90 has

launched” Digital Trends

On paper, Volvo has cracked the code and done the

impossible: They have created a no-compromise

SUV. The car world will never be the same.” Ask

Men

2015 Volvo XC90 leapfrogs competition with new

safety technology” Edmunds.com

On paper, Volvo has cracked the code and done the impossible: They have

created a no-compromise SUV. The car world will never be the same.”

Ask Men“ The XC90 isn’t just our SUV of the Year—it’s also a captivating work of art,

inside and out.”“ This is an entirely new vehicle from a car company that has taken a step

back and reinvented both itself and the luxury three-row SUV.”

Motor Trend

50%

Conquest

People who love cars, have driven everything and yet want something else,

something different, something cool, reliable and a bit contrarian, want something

better than a Subaru. With Audi having gone the way of BMW and Mercedes,

what’s left? Jaguar? Volvo. Here and now. Returning to its core values with the

right car at the right time.”

The Drive

“Volvo S90 revealed: Sweden declares automotive war on the Germans.

Following the XC90, the reinvention of Volvo continues.”

The Verge“


New marketing strategy:Targeted, adaptive, scrappy - Real time mindsetEmbrace that we are small

- Go targeted!

Data driven

- Hyperfrequent and then nimble and

scrappy

Multi platform addressability

- Home, Device, Time of day,

Consumer action


Our intercept strategybuild on established, high attention events, intercept with relevant content


Super bowl Interception 80 media stories | 55,000 #volvocontest, most tweeted automotive hashtag |

trended 3 times

• “Who Would You Put in

a Volvo?”

• Seed the idea – media coverage and

consumer videos

• Drive active consumer engagement on

Game Day

• Amplify posts on Twitter targeting

competitors handles and trending hashtags

• Gold Lion in Cannes, PR award of the Year


ces Interception: FUTURE OF DRIVING / S90141 media stories | 35% peak share of voice | volvo 3rd in ad social conversation | 4,11% engagement rate Spend when They Announce..... Intercept Conversation

Track Our Share of the Conversation........ Identify Keywords

Insert Strategically Timed announcements


Make something worth talking

about8.1M Impressions | 1.5M Video Views | 1200 Shares | 365

Comments + Replies


“The work is unusual and somewhat risky for Volvo in an industry largely characterized by vanilla advertising focused on financial incentives and sheet-metal glamour shots.”A D W E E K : 0 8 . 2 0 1 6

“Little, conservative Volvo, leading the way into the future. Not so conservative any more. And, in the future, not so little, I

bet.”

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