Grey South Africa helps Volvo embark on a New Beginning
Grey was recently tasked with helping Volvo in South Africa showcase its transformation.
June 16, 2015
Grey was recently tasked with helping Volvo in South Africa showcase its transformation. Volvo Cars and Swedish artist and producer Avicii announced a creative collaboration to celebrate their Swedish roots with a new recording and music video, due for global release on May 8th. This collaboration forms the basis of a global brand campaign entitled ‘A New Beginning’.
“The Volvo Cars brand is on the ascent, just as Avicii is, with a growing global audience. We thought there would be no better way to celebrate our heritage and passion for life than to work together to produce something special that reflects who we are and what matters to us,” said Alain Visser, Senior Vice President Sales, Marketing & Customer Service at Volvo Car Group.
The song chosen for the collaboration is called Feeling Good, written by Anthony Newley and Leslie Bricusse in 1964. It's a personal favourite of Avicii, who has produced this version. He has added new vocals, infectious beats and the catchy melodic treatment that has thrilled millions of jubilant fans at festivals and clubs around the world.
“I've loved the song for a long time. It's one of the best songs ever written. It's just timeless to me. I've been a big fan of Nina Simone, Etta James and that kind of sound for a very long time. So when I found out that was the song that Volvo Cars wanted in the music video I was really excited and happy to do something with it. I wanted to create something new, and at the same time stay true to the original,” said Avicii.
The beautifully shot video for Feeling Good was filmed in Stockholm and locations personal to Avicii such as Osterlen in Sweden, where he and his family spent their summer vacations. Avicii and his team had full creative sign off on the final video and created and approved the storyline together with Volvo. Inspired by this Grey South Africa set out with the task to bring Sweden to South Africa.
Grey South Africa wanted to do something different than ordinary advertising and TV commercials. We wanted to maximize awareness and create interest among people that do not necessarily think of Volvo. On the morning of the 9th of May, Grey South Africa hosted an event for Volvo where 15 of South Africa’s top Instagrammers were invited to join Volvo see the new dawn rising over the Johannesburg city skyline, like it’s never been seen before, from the rooftop of the Carlton Centre.
“As Grey South Africa, we wanted to provide Volvo (our client) with something that was different from the norm. We helped Volvo stand out from other brands while talking to a new generation of Volvo brand advocates” says Jessica Wheeler, Business Unit Director PR and Social Media.
The Volvo Cars brand has earned a well-deserved reputation for safety, environmental care and quality since the company was founded in 1927. In recent years, with the help of Grey South Africa, the company has begun an important brand transformation process building on these important values. The result is a fresh look at what a luxury car maker can offer its customers: a uniquely tailored car experience that actively enhances life as well as protecting it.
#VolvoNewDawn literally came to life on social media channels through spectacular photography captured as the sun rose over the city of Johannesburg. The event was a symbolic gesture of Volvo’s new outlook and direction and proved to launch #VolvoNewDawn to an entirely new local audience. #VolvoNewDawn trended organically in South Africa and reached 547,000 people with more than 3 million social media impressions in just two days. View content below:
#VolvoNewDawn on Twitter: http://www.volvoca.rs/0NceR
#VolvoNewDawn on Instagram: http://www.volvoca.rs/0NceS
Link for film: http://www.volvoca.rs/0NceT
The new campaign will be closely followed by a focused PR and marketing campaign around the all-new Volvo XC90.
Direct Line: +27 11 706 3060
Junior PR Account Manager
Direct Line: +27 11 706 3060