Volvo Exports Campaign To Europe

MVBMS Fuel Europe, the Amsterdam unit of Messner Vetere Berger McNamee Schmetterer/Euro RSCG, is bringing Volvo’s North American ad campaign — “Revolvolution” — overseas.

Starting with a 30-second TV spot that premiered in the United Kingdom Monday, the integrated communications program attempts to debunk Volvo’s boxy image. The TV spot, for instance, contrasts the curves of the Volvo S60 sports sedan with square clouds, square statues and poodles trimmed squarely.

“By placing the sexy, sporty S60 against a boxy world, we send the signal that boxy cars are a thing of the past,” said Ron Berger, CEO of MVBMS/Euro RSCG.

The campaign – including print, outdoor, direct mail and interactive executions breaking break in key European markets this spring – is the agency’s first transatlantic effort since winning the $50 million pan-European account from Volvo, the Swedish automaker owned by Ford Motor Co., last year. The New York-based shop, which has run Volvo’s estimated $100 million North American account since 1991, opened an its Amsterdam office last February to handle Volvo’s European creative duties.

The “Revolvolution” campaign broke last fall, when a Web site and digital-only ads introduced the S60, and included TV and print executions supporting the launch. The latest U.S. effort involved a promotion tied to the NCAA basketball tournament. Ads on TV, wireless devices, the Internet and Web TV sought to drive consumers to, a site where they could sign up for a chance to win an S60.