We developed a DM piece that involved our customers by explaining the upcoming campaign. Research had shown us that the customer base was very aware of the 'Bloody Volvo driver' stigma, and that they wouldn't be surprised by the words. But the 'Bloody Volvo driver' campaign was confrontational. The piece was designed to surprise and delight owners and get them to 'buy into' the campaign.

Many current owners contacted Volvo with positive feedback. Some of the comments taken by the call centre were: “This is a very intelligent campaign”."Can I have six more stickers for my fleet of commodore utes?”.“Bout time”.“I love the ads, I want another Volvo now”.“Where can I see the ads?“Great” “Scary” “Fantastic”.“I love it”.