SAFE AND STYLE CAMPAIGN

VOLVOPresented by

Show Boat Advertising

Brand Statement

• Driving quality, safety and environmental care

• Working with energy, passion and respect for the individual.

Target Audience of Volvo (Brand)

• Ranges in age between 25 and 40

• High income

• Travellers

• Family oriented

• Urban

Over view of the Campaign:Safe and Style

• In 1959, Volvo invented the three-point safety belt which is one of

the most important safety features in every car.

• It is used in almost all cars now available but the problem is that not

all people tend to wear safety belts.

• This new campaign called ‘Safe and Style’ was launched in 2010.

• It was created in order to change people’s habits in UAE, where

they see the safety belt wearing as not very ‘cool’ thing to do.

Target Audience of the Campaign

• Current or Past Volvo Owners

• Prospective Volvo Drivers

• Ages 25-35

• Educated and Affluent

• Concerned with Style but also with Safety and Quality

Media consumed by the TG

• Magazines- Automobile, lifestyle, Business

• Television

• Newspaper

• Outdoor- Hoardings and bill boards

Print Media For the Campaign

• To reduce costs and increased understanding the brand created

their own fashion magazine. These magazines were distributed

directly to cafés, galleries, and the press.

• Instore, postcards drove people to enter the contest online, where

we captured valuable data with every entry.

• The magazine created PR in places Volvo safety normally would

never get in such as fashion blogs and style magazines.

Print Ads:

Print Ads:

Print Ads

Ethnography

The insight was derived by studying the habits, customs and beliefs of the people in UAE

• The number of people belonging to the affluent class in UAE is very high.

• Style and fashion is given a lot of importance in UAE, which makes wearing seat belts uncool.

• An average UAE citizen (Dubai, to be more specific) does not like to wear seatbelts for the following reasons:– They usually wear whites, which is creased by seatbelts. – They see it as a waste of time – Restricts their hand movements

Insight of the Campaign

“Safety is the new style”

• The idea was to get young people to begin thinking positively about

seatbelts and project it as a fashion statement.

• This ad campaign is aimed at getting young people to buckle up and to

celebrate the 50th anniversary of the invention of the three-point seat

belt. Volvo, like the rest of the world, realized that young people don't like

wearing seat belts.

• The Volvo Safe & Style Campaign was created to get the word out that

seat belts are cool and life saving. After all, seat belts save fashionable

lives too.

Related Articles

Link:http://www.thenational.ae/uae/transport/98-per-cent-of-passengers-in-car-crashes-were-not-wearing-seat-belts-study-finds

Link:http://www.timeoutdubai.com/aroundtown/features/45768-dubai:-the-seatbelt-issue

Link:http://www.arabianbusiness.com/property-test/article/565561-gucci-seatbelt-plan-to-get-young-drivers-to-buckle-up

Link:http://www.alertdriving.com/home/content/55-drivers-still-do-not-use-seatbelts-says-study

Volvo cashed in on Gucci’s stylish seatbelts and re-positioned themselves

Thank You

Show Boat Members: Anuja Nair (7)

Geeta Mihir Dutta (19)Parul Singh (36)Poornima R (37)

Raghuveer Patrachari (46)