Volvo buckles up as it pushes high-performance cars in mailer

by Julia Pearlman, Brand Republic 15-Mar-05, 07:00

LONDON - Volvo is launching its 'Volvo for Life' campaign, created by EHS Brann Cirencester, aimed at well-paid individuals to promote its high-performance vehicle range, with each DM pack offering a free seat-belt buckle.

The new DM packs will be sent to around 40,000 individuals on salaries of £50,000 and above.

The creative agency took the brand's messages of speed and safety to design a campaign that maintains the brand promise as well as celebrating the performance of the car.

The pack's central element is an actual seat-belt buckle, which is revealed when the pack's outer box, with the line "You're going to need one of these" is opened.

The data used for the mailing consists of people who have expressed an interest in the Volvo S60R and V70R cars, with a list drawn from those whose demographics, income and car brand and model best match the typical performance car customer.

Anita Fox, direct marketing manager at Volvo, said: "This pack is the most effective presentation of our 'For Life' positioning yet."

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