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Following its collaboration with Swedish football star Zlatan Ibrahimovi, Volvo Cars announced it is joining forces with another Swedish superstar: Robyn.
The female music artist will star in the second chapter of Volvo Cars’ “Made by Sweden” campaign, driving a Volvo V60 powered by the company’s new Drive-E powertrains.
Volvo Cars explained the new campaign with Robyn will explore Sweden from her point of view in Los Angeles and focus on the company’s commitment to the environment, among other things via the company’s new Drive-E engine family.
As such, the campaign is said to communicate a strong, multi-faceted brand message from Volvo Cars, which delivers almost half of its non-fleet sales to female customers.
Volvo added Robyn is without a doubt the most successful contemporary Swedish pop star, having sold millions of records around the globe since her debut as an artist in 1995. Like Volvo Cars, which is on a journey towards technology independence after a decade under Ford Motor Co ownership, Robyn is an example of iconoclastic and independent-minded Swedishness. In 2004, she abandoned her contract with a major music label and started her own record company, Konichiwa Records, on her own terms. The rest is history and Robyn is now more successful than ever.
With the new Drive-E powertrains, Volvo Cars said it has created a family of smaller, more intelligent gasoline and diesel engines with power curves that give exciting drivability while at the same delivering the fuel economy of only four cylinders. By adding electrification such as plug-in hybrid technology to the engines, Volvo Cars said it will be able to provide customers with both ultra-efficient and high-performance engines.
“I like Volvo, and I like what the company and the brand stands for,” says Robyn. “For instance, Volvo is a Swedish company that invented the three-point safety belt, but didn’t patent it because they knew that would mean fewer people could use a safer belt. I like things like that. This campaign promotes a wide-reaching environmental project, and after a lot of research I realized it can really make a difference.”
The campaign officially started two weeks ago in Sweden with a television ad that was broadcast at primetime, and will now be rolled out in other markets around the globe. In the coming weeks, the campaign will be expanded via print, digital and outdoor advertisements.
“Working with Robyn has been a great experience,” says Per Carleö, Marketing Communications Manager at Volvo Cars Sweden and responsible for the coordination of the “Made by Sweden” campaign. “What impressed me is the thorough due diligence she did before committing to this campaign. I spent several hours with Robyn discussing our environmental commitment as a company, while she also spoke with several other environmental specialists. She takes this very seriously.”