The new Volvo slogan gleaned from hours of interviews with valets and Volvo owners: "Life is better lived together." When Volvo's new ad agency, Arnold Worldwide, went looking for a Volvo message that went beyond safety, it started with valets and parking attendants. They told Arnold that Volvo owners are friendly, generous, travel in company, and use their cars as more than showpieces.

Arnold then went to Volvo owners and discovered that they are "users, not havers," and they like to share. In fact, "89% of them put a premium on togetherness and sharing." The result is that six television spots will air that showcase Volvo owners as "'we' people as opposed to 'me' people."

Lifestyle marketing doesn't follow rational rules, but it will be interesting to see if buyers will connect being gregarious doers with owning a Volvo. If so, then Volvo might reverse its 9% decline in year-on-year sales so far this year. And if you're the person who actually did bring enough candy for everyone in the first grade, Volvo would like to have a word with you.

[Source: Ad Age]