Volvo Cars has released its first global brand campaign – ‘A New Beginning’ – the first major piece of work since it overhauled its marketing strategy, which saw an enlarged budget directed away from above-the-line (ATL) towards digital.
For the activity, the car maker forged a partnership with Swedish DJ Avicii to create a music video remake of Nina Simone’s ‘Feeling Good’.
Alain Visser, senior vice president sales, marketing and customer service at Volvo explained to The Drum that the collaboration was born out of more than just a shared Swedish heritage.
“We’re not loud; we’re understated. We don’t shout about Read full story ›
Source: The Drum
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