With those original and colorful commercials it really aimed at interacting with its targets by soliciting their point of view rather than directly emphasizing the technical
31
qualities of the car with the motto “That is a point of view, what is yours?” repeated in each short movie. The fact that Volvo emphasizes the importance for one‟s own point of view – even if we do not like it – is consistent with the Swedish identity of Volvo: it does not try to impose a point of view for its new car, it asks people for their opinion, and this is for instance what happens in Swedish Universities and in Swedish schools in general (according to Swedish students). With those short movies, the brand aimed at attracting young targets, but it still wanted to preserve its core target; this is certainly the reason why when launching the new version of the C30 in 2009, it adopted a more sober way of advertising the car, still stating the importance on having one‟s opinion and one‟s way of life – while remaining opened to others – but clearly addressing to both
With those original and colorful commercials it really aimed at interacting with its targets by soliciting their point of view rather than directly emphasizing the technical31qualities of the car with the motto “That is a point of view, what is yours?” repeated in each short movie. The fact that Volvo emphasizes the importance for one‟s own point of view – even if we do not like it – is consistent with the Swedish identity of Volvo: it does not try to impose a point of view for its new car, it asks people for their opinion, and this is for instance what happens in Swedish Universities and in Swedish schools in general (according to Swedish students). With those short movies, the brand aimed at attracting young targets, but it still wanted to preserve its core target; this is certainly the reason why when launching the new version of the C30 in 2009, it adopted a more sober way of advertising the car, still stating the importance on having one‟s opinion and one‟s way of life – while remaining opened to others – but clearly addressing to both
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