After months of dialogue with the chief editors of leading morning papers as well as the biggest financial paper, we managed to negotiate completely new and once-in-a-lifetime placements for this one activity, which the papers would not allow in the future. In most cases, we “owned” more than half the papers’ front page, making the V50 launch the headline story. This newspaper solution really broke barriers, being completely in line with Volvo’s idea of running in the forefront of media solutions.

The SvD ad on the front page gave an 83% observation and 75% of the readers had noticed at least one of the ads in the DN. The campaign received extensive PR and as much as 40% of the population had a more positive image of Volvo as a result of the campaign.