Safety and family orientation have been cemented in Volvo’s DNA for ages, but with new owners Volvo is re-positioning its brand. The new Volvo is defined by design, craftsmanship and modern luxury.As part of this re-positioning, we did a design-study aiming to test a possible new design-direction for Volvo. A luxury concept car, Concept Universe, was unveiled in Shanghai. We launched the car to media and consumers by asking for their reactions. Feedback was collected through articles and social-media, and brought into the design process. 5 months later, a complete luxury concept, Concept You, was introduced in Frankfurt.Objectives: - Manifest Volvo’s change and position as a Scandinavian luxury brand; - Increase brand engagement in social media;- Create a solid ground for future luxury launches.We introduced the wedesignvolvo tumblr (blog) in order to be transparent about the design-process, and we used Facebook to invite consumers to share their thoughts. This inclusive approach resulted in great engagement and publicity in trend-setting media. Almost overnight, Volvo was talked about as a creative-design brand exploring new paths.To be focused in our outreach, we targeted global trend-setting media that influences others. Virtually all of them featured our key messages and videos/images. In total, 2,482 online stories were posted, with a 72m reach.Brand engagement in social media increased dramatically. Facebook fans who were active monthly increased from 70,000 to 130,000, an increase with 86% (the goal being 20%). During the campaign period we got 80,000 new fans.

A first-design experiment, the Concept Universe, was unveiled at the Shanghai Motor Show. We launched the concept to media and consumers by asking for their reactions. Feedback was massive in editorial- and social-media, and thoroughly collected. Volvo listened, refined its design, and 5 months later the new luxury concept, 'You', was introduced at the Frankfurt Auto Show.

Throughout the process Volvo’s designers documented the design and construction work; and new sketches, images and videos were continuously posted on wedesignvolvo.tumblr.com – a blog where the design community, media and consumers could follow the process and interact with Volvo’s designers. In addition to the tumblr blog, Facebook and Twitter were used to invite consumers to share their thoughts on Volvo’s possible new design direction. YouTube, Flickr and a mini social-media room on Facebook were used to make PR-assets available where the target-group already is.

Publicity:73 global-media titles covered the Concept You project with in-depth stories featuring our pre-defined key messages, images or videos from the tumblr blog or from our social media room on Facebook. All 73 top stories featured our key messages as well as videos or images from the tumblr blog or the social media hub, which was presented on Facebook. In total, 2,482 online stories were posted, with a 146m reach (the benchmark being 30m). 98% were positive, and Volvo was the talk of the town at the Frankfurt Auto Show. (Numbers from Cymfony)Social media:In social media, brand engagement increased dramatically during the campaign period. The tumblr blog was closely interlinked to Facebook where weekly, active fans increased 86% (the goal being 20%), from 70,000 to 130,000. During the campaign period Volvo also went from 184,000 to 264,000 Facebook fans, a 43% increase. (Facebook statistics)