A defiantly Human success story

IPA Effectiveness Awards Case Study 2020

Volvo UK moved upmarket by rediscovering the human purpose behind its famous safety positioning and the “defiant pioneers” who would embrace it. An innovative approach to sponsorship of the Sky Atlantic TV channel was developed using short, emotionally involving films and idents about individuals trying to make the world a better place. Films were amplified on social media and well-recalled. Research showed a shift in brand perceptions and sales uplifts coinciding with phases of media activity. Volvo UK outperformed other European Volvo markets where activity did not run. It is estimated communications generated a net profit of between £8.9m and £12.7m.

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Our partnership with Sky Atlantic celebrates the human-first values that have always been at the heart of Volvo. Bringing these campaigns together in an IPA has highlighted our success in using idents and branded content to work in combination. Despite having challenged the traditional TV sponsorship model, we now have a robust set of evidence in favour of this approach. Confident in the power of investing in this communications model, we are excited at the possibilities of branded storytelling in this space and how we could use such partnerships to drive effectiveness for the Volvo brand in the future.

Georgina Williams, Head of Marketing
Volvo Cars UK

Winners 2020

Silver Winner


A defiantly Human success story




Volvo Cars UK


Grey London

Principal Authors

  • Matt Gladstone - Grey
  • Gilliam Caldwell-Dunn - Grey

Contributing Authors

  • Liam Hannan - Mindshare
  • Mark Stockdale - The Effectiveness Partnership

Credited Companies

  • -

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