Volvo had a problem, they were becoming seen as boring. So to launch we took the new S60 road car, and gave it a viking makeover. We put it to the test and raced it in the V8 Supercars. Dominated by Ford and Holden, people made jokes about racing Volvo in Australia's premier racing sport. But rookie Kiwi Scott McLaughlin on his debut race "just dropped it in first, gave it some jandal and fuck yeah!" came second to Team Red Bull. He became an instant hero, and has since gone on to become a star Indy car driver. We sold a race car as a take home version, and people bought in in droves.
Volvo went from a brand known for safety, to one known for performance and innovation.
Brand appeal rose 12%
Brand consideration rose 14%
With 63% increase in sales
The heavy music track Super Karate Monkey Deathcar by Mary's Lie