1. SAFE AND STYLE CAMPAIGN
VOLVO
Presented by
Show Boat Advertising

2. Brand Statement
• Driving quality, safety and environmental care
• Working with energy, passion and respect for
the individual.

3. Target Audience of Volvo (Brand)
• Ranges in age between 25 and 40
• High income
• Travellers
• Family oriented
• Urban

4. Over view of the Campaign:
Safe and Style
• In 1959, Volvo invented the three-point safety belt which is one of
the most important safety features in every car.
• It is used in almost all cars now available but the problem is that not
all people tend to wear safety belts.
• This new campaign called ‘Safe and Style’ was launched in 2010.
• It was created in order to change people’s habits in UAE, where
they see the safety belt wearing as not very ‘cool’ thing to do.

5. Target Audience of the Campaign
• Current or Past Volvo Owners
• Prospective Volvo Drivers
• Ages 25-35
• Educated and Affluent
• Concerned with Style but also with Safety and
Quality

6. Media consumed by the TG
• Magazines- Automobile, lifestyle, Business
• Television
• Newspaper
• Outdoor- Hoardings and bill boards

7. Print Media For the Campaign
• To reduce costs and increased understanding the brand created
their own fashion magazine. These magazines were distributed
directly to cafés, galleries, and the press.
• Instore, postcards drove people to enter the contest online, where
we captured valuable data with every entry.
• The magazine created PR in places Volvo safety normally would
never get in such as fashion blogs and style magazines.

8. Print Ads:

9. Print Ads:

10. Print Ads

11. Ethnography
The insight was derived by studying the habits, customs
and beliefs of the people in UAE
• The number of people belonging to the affluent class in
UAE is very high.
• Style and fashion is given a lot of importance in UAE,
which makes wearing seat belts uncool.
• An average UAE citizen (Dubai, to be more specific)
does not like to wear seatbelts for the following
reasons:
– They usually wear whites, which is creased by seatbelts.
– They see it as a waste of time
– Restricts their hand movements

12. Insight of the Campaign
“Safety is the new style”
• The idea was to get young people to begin thinking positively about
seatbelts and project it as a fashion statement.
• This ad campaign is aimed at getting young people to buckle up and to
celebrate the 50th anniversary of the invention of the three-point seat
belt. Volvo, like the rest of the world, realized that young people don't like
wearing seat belts.
• The Volvo Safe & Style Campaign was created to get the word out that
seat belts are cool and life saving. After all, seat belts save fashionable
lives too.

13. Related Articles
Link:
http://www.thenational.ae/uae/transport/98-
per-cent-of-passengers-in-car-crashes-were-not-
wearing-seat-belts-study-finds
Link:
http://www.timeoutdubai.com/aroundtown/fe
atures/45768-dubai:-the-seatbelt-issue

14. Link:
http://www.arabianbusiness.com/property-test/
article/565561-gucci-seatbelt-plan-to-get-young-
drivers-to-buckle-up
Link:
http://www.alertdriving.com/home/content/5
5-drivers-still-do-not-use-seatbelts-says-study
Volvo cashed in on Gucci’s stylish seatbelts
and re-positioned themselves

15. Thank You
Show Boat Members:
Anuja Nair (7)
Geeta Mihir Dutta (19)
Parul Singh (36)
Poornima R (37)
Raghuveer Patrachari (46)