VOLVO LIFE PAINT

VOLVO LIFE PAINT

  Volvo always emphasizes "Safety" as its mission statement is “To create the safest and most exciting car experience for modern families.” And here is a great campaign related to safety which Volvo made. This campaign is about Lifepaint, which is invisible by daylight but shines when it is dark. It helps cyclers not to be hit by cars. 

  It won the Grand Prix for Design/Promo&Activation at Cannes. The jury president Matt Eastwood said, "It's beyond the car and talking about safety in general really made the brand feel like it cared about humanity and it felt like it lifted society to a higher level. It hit on one of the key things we were looking for." This is considered as a good example of Marketing 3.0. Marketing 3.0 focuses on consumers' value, unlike previous marketing trends which concentrated on the consumer or the product. Since this campaign emphasizes not the company or the brand itself but the company's value(which is "safety"), Volvo contributed to the society and could earn favor of consumers who have value on that.