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Volvo wants to ‘make parenting look easy’ with new positioning in campaign from Grey Sydney

Volvo is trying to make ‘parenting look easy’ by pushing the technology and safety features of its XC60 SUV in a campaign targeted at parents in a new brand positioning.

Created by Grey Sydney, the campaign highlights features such as booster seats, automatic tailgate and lane departure warning as being ideal for parents with young children, ending with the tagline ‘The Volvo XC60 makes parenting look easy’.

Volvo Car Australia marketing communications director Oliver Peagam said: “Busy parents are used to juggling numerous tasks every day, including ferrying the kids around. 

“This campaign shows how the XC60’s mix of safety and convenience features like rear parking camera and automatic tailgate opening helps makes the driving experience that much safer and convenient.”

Running across TV as three 15-second ads, the campaign is supported with outdoor, digital and social media, radio, press and direct marketing.

Grey Sydney creative director Chad Mackenzie said: “Parenting is chaotic at best. So if Volvo’s incredible technology and safety features can create the illusion that you’ve got it under control, then I’m in.”

The campaign runs until June.

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