“Or by”: How two little words made Volvo’s safety matter again

IPA Effectiveness Awards Case Study 2016


Volvo LifePaint is a innovative spray paint which protects cyclists by making them more visible. Positioning Volvo on the less expected side of the safety dialogue between motorists and cyclists, this new product earned huge amounts of editorial and social coverage. Among those interested in the LifePaint product, intent to purchase Volvo cars rose, and it is calculated that customers who bought LifePaint also went on to buy an estimated 298 Volvo cars in the UK and 1,013 worldwide. Volvo treats LifePaint as a safety initiative, not a profit centre, but the revenues from more than 75,000 sales of LifePaint have covered the vehicle-maker’s investment in the project. This case offers several ways of calculating the value created by the launch, including by assessing the paid media equivalent of the editorial coverage generated, and the product’s role in driving quality leads to Volvo’s website.

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“’LifePaint’ was not a big idea that made a splash and then disappeared. It's now rolling out around the world while continuing to highlight one of our key differentiators, safety. This is what modern advertising should look like."

Georgina Williams, Head of Marketing
Volvo Cars UK

Winners 2016

Bronze Winner

Title

“Or by”: How two little words made Volvo’s safety matter again

Brand

Volvo Cars

Client

Volvo Cars UK

Agency

Grey London

Principal Authors

  • Matthew Gladstone - Grey London
  • Wiktor Skoog - Grey London

Contributing Authors

Credited Companies

  • Grey London - Creative Agency
  • Albedo100 - Other|Paint Company

Highly valuable lessons to be extracted and applied concerning reinvigorating a brand and one of its core attributes, as well as the value of solving a real problem as quantified through earned media, rather than generating superficial conversation. Alexandra Dimiziani, Airbnb

Shortlist 2016

Bronze Winner

Title

“Or by”: How two little words made Volvo’s safety matter again

Brand

Volvo Cars

Client

Volvo Cars UK

Agency

Grey London

Principal Authors

  • Matthew Gladstone - Grey London
  • Wiktor Skoog - Grey London

Contributing Authors

Credited Companies

  • Grey London - Creative Agency
  • Albedo100 - Other|Paint Company

Highly valuable lessons to be extracted and applied concerning reinvigorating a brand and one of its core attributes, as well as the value of solving a real problem as quantified through earned media, rather than generating superficial conversation. Alexandra Dimiziani, Airbnb

“Or by”: How two little words made Volvo’s safety matter again

IPA Effectiveness Awards Case Study 2016


Volvo LifePaint is a innovative spray paint which protects cyclists by making them more visible. Positioning Volvo on the less expected side of the safety dialogue between motorists and cyclists, this new product earned huge amounts of editorial and social coverage. Among those interested in the LifePaint product, intent to purchase Volvo cars rose, and it is calculated that customers who bought LifePaint also went on to buy an estimated 298 Volvo cars in the UK and 1,013 worldwide. Volvo treats LifePaint as a safety initiative, not a profit centre, but the revenues from more than 75,000 sales of LifePaint have covered the vehicle-maker’s investment in the project. This case offers several ways of calculating the value created by the launch, including by assessing the paid media equivalent of the editorial coverage generated, and the product’s role in driving quality leads to Volvo’s website.

Click to purchase this case study >