THE Manufacturer Marketing Initiative of the Year Award at Car Dealer Power last night went to Volvo Car UK.
The manufacturer was successful because of its ‘Human Made Stories’ – a series of short films it produced in partnership with Sky Atlantic.
The project focuses on people whose inspiring work reflects Volvo’s own values, giving an insight into how their vision and determination to do things differently are helping improve lives, protect the environment and challenge conventions.
This aligns perfectly with Volvo’s commitment to people-centred innovation, craftsmanship, design and environmental sustainability.
The Human Made Stories campaign premiered in September 2016. It explores the work of engineer Oliver Armitage, who is helping transform the lives of amputees with the design of smart prostheses; the efforts of Maria Rindstram and Josefin Arrhénborg to clear marine wrecks from the Stockholm archipelago; and photographer Erik Johansson, whose surreal photographs challenge conventions.
The project has also produced a series of 24 idents, screened as part of Volvo’s ongoing sponsorship of Sky Atlantic, and content for use across social and digital channels.
James Baggott, founder of Car Dealer Magazine and CEO of its parent company, Baize Group, said: ‘Many congratulations to Volvo on its success in this important category in Car Dealer Power.
‘Volvo is well known for being a brand that likes to do things a little differently, and the Human Made Stories idea was, quite simply, a stroke of genius. The idea behind the campaign was to highlight the pioneering and innovative side of Volvo, and it certainly succeeded.’
Georgina Williams, Volvo Car UK’s head of marketing, said: ‘This award gives us great pride in what we have achieved with Human Made Stories. As well as interpreting and celebrating the human-centred values that are at the heart of what we do as a business, this campaign reveals the inspirational work being done by some remarkable individuals who have the vision and motivation to help make the world a better place.’
The partnership between Volvo Car UK and Sky Atlantic was brokered by Sky Media, the advertising sales arm of Sky, and Mindshare. The creative work was carried out by Grey London.
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