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NEW YORK Volvo Cars of North America is backing off boomers and targeting 25-35-year-olds in a multifaceted campaign for its S40, including two new TV spots from Euro RSCG MVBMS Partners.
“It all starts with the car and then how we can reach 25- to 35-year-old audience. We explored pop culture and came up with a completely integrated campaign,” said Thomas Andersson, executive vice president of marketing at VCNA. “The tone we are using is youthful and confident, but not arrogant.”
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