Message is the heart and soul of brand. Industry experts, agency leaders and leading CEOs know that putting message first is the only approach that delivers the best results for their marketing.
HNW might have codified a unique message first marketing approach, but a huge part of that has been watching how other brands and businesses centre their marketing around a core message.
Brands like this one.
The Brand: Volvo
Growing up, family outings with the grandparents generally went one of two ways. With my Gran, there’d be a lot of parental worry and warnings about her driving, her directions, her tin can of a car and all the potential dangers of breaking down, getting lost or ending up in an accident.
With my Grandpa, we were just shipped out the door. Any kind of road trip was caution-free. He drove a Volvo.
The Message: Reliably Safe
Ask anyone – and I mean pretty much anyone – to name a car brand associated with safety, and they’ll say Volvo every time.
Or flip it around. Ask someone what words they associate with Volvo. Safe will be first out of their mouths 99% of the time, followed by a combination of solid, dependable, family car, and ‘they just keep going.’
In short, Volvo’s are reliably safe.
That right there is the power of message first. The ads above – from the 1960s, 1990s and 2020s – show how safety has remained front and centre in Volvo’s marketing campaigns for decades.
It all started in 1959 when engineer Nils Bohlin created the three-point seatbelt. It was an industry first, and Volvo cemented it as such when it became the first seatbelt installed as standard.
Overnight, Volvo cars had a truly unique feature, and knowing a great USP when they saw one, Volvo’s marketing team jumped at the opportunity to promote it.
That could have been the end of the story. Other manufacturers followed suit, seatbelts were no longer a differentiator, and Volvo would have to find another way to market their cars.
Instead, Volvo leant into their new found safety credentials, and anchored it with another position the brand was becoming known for – reliability.
Look at the ads above again. They’re not just about safety features – they’re focused on how Volvo is the leader in safety, how you can always rely on Volvo.
The 1960s ad describes how Volvo safety features have consistently exceeded national safety requirements in the US, and indeed helped set the law for those standards. The line at the end nails it:
“Who would you rather buy a car from? A company that builds a safe car because someone else made them do it? Or a company that builds a safe car because conscience made them do it?”
The 1990’s ad nods to the street being just as dangerous to drive on as a race track. Which is why:
“It’s reassuring to know that [all the safety features] that give Volvo 850 drivers the ultimate in safety, are exactly the same as you’ll find in the Volvo 850 showroom.”
And the 2020’s ad perfectly captures the zeitgeist of a Covid-afraid society in just 9 words”
“At least there’s still one safe place to be.”
Each of them, in their own way, says the same thing: With Volvo, safety is always first. You can rely on us.
Volvo has made the conscious choice to target that safety-conscious audience. In doing so, they also choose to turn away those looking for fast and flashy. That was a big strategic decision.
Where some brands might baulk at the idea of being ‘safe’ – too bland, too boring, and definitely not sexy – Volvo embraced it.
In fact, they ran with it, they got creative with it – they even added a touch of humour, without ever straying into the dangerous territory of portraying safety as funny.
Not only do both these ads showcase just how safe a Volvo is in comparison to competitors, they both emphasise the longevity and reliability of Volvo cars too – a theme that runs throughout all their campaigns.
From the first ad: “Volvos are built strong so they’ll hold up a lot of years”
From the second: “I tried everything. The darn thing just wouldn’t give.”
They went all in on their cars as a premium family offering that, while they might not be the most exciting vehicles on the market, were the safest and most reliable. The practical choice for your family, at a price that’s well worth it.
Get a Volvo. It’s:
“Reliably safe”
That message has been front of centre of almost every Volvo campaign for the last 60 years.
This UK ad from the early 1970s puts all of Volvo’s 144 cutting-edge safety features front and centre.
And it’s clearly prominent today:
But is there a catch?
Is Volvo’s positioning around safety something that’s been thrust onto the brand, and that they’ve had to embrace consistently because of consumer perceptions, or is it a key message they genuinely lean into at every opportunity?
Because from the mid noughties onwards, there’s been consistent claims that Volvo is looking to reinvent itself.
Adland likes to say that every new campaign is a move away from being safe. ‘Oh this is Volvo prioritising personalisation’ or ‘Volvo puts emotion first in their latest ad’, or words to that effect.
More recently with electrification, climate change has become a focus too.
But look closer, and you’ll see reliability and safety remain at the forefront.
Whether it’s emotional:
Or experiential:
There’s a persistent undercurrent of the brand’s key message. Whether it’s the lingering shots of a girl on a zebra crossing on a busy road, or the near miss with a bike flying past, or the inviting warmth of a car after a rugged adventure out in the mountains, there’s a feeling you get.
In the street or in the wilderness, Volvo will keep you safe. Wherever you want to explore, you can rely on Volvo.
Watching these ads, knowing what you know about Volvo and its heritage, there’s one consistent thread running through your brain.
One inescapable thought.
Whatever I’m doing, whatever life throws at me, Volvo is:
“Reliably safe”
The Voice: Warm Straight-talker
We haven’t worked with Volvo (yet), and so haven’t had the benefit of running a tone of voice workshop for them.
And of course, Volvo is a global brand, with marketing departments in multiple countries, hugely diverse audiences and a varied product range.
But they still have a consistent tone of voice. It flexes depending on regions and circumstances, but if you look across historic ads and current marketing collateral, there’s a powerful voice throughout:
A warm straight-talker.
Take the above ad. “There’s more to life than a Volvo, that’s why you drive one.”
It’s a little bit on the nose, a straight-talking acknowledgement that a car is just a car. It’s most definitely grounded in everyday language – “running into an ex” or “running late for the gym (hurrah!”) – rather than technical terminology or sensual design speak like many of their competitors.
There’s a touch of humour and a focus on reality – warm and straight talking.
Volvo’s website reinforces this tone. “The car with a back-up plan” oozes with warmth, while the nav options below are as straight-talking as you can get: ‘Current offers’, ‘cars in stock’, ‘need help?’
This 1970s ad shares the warm, straight-talking approach, evident from just the headline. It’s not just a car, it’s the savings, the safety and the reliability that means you can have a great family holiday AND a new pool AND still be driving your Volvo ten years later.
“Since the average American gets rid of his car after 32 months, your All-New 1970 Whatever will probably survive just long enough to become a modest trade-in on an All-New 1973 Whatever. So if you always seem to be running out of money, maybe it’s because you’re always running out of cars.
A 1970 Volvo can change all that.”
Warm and straight talking. There’s almost, almost a hint of neutraliser in many of Volvo’s ads, especially those that dial up the safety focus – they state the safety facts – but more often than not, it’s grounded with warmth or a straight-talking humour.
And there’s this underlying awareness that a car is just a tool. It’s not the aspirational goal, like some people might yearn to own a Mercedes or drive a Ferrari. The aspiration is life, Volvo helps you enjoy it.
The “provide you with the freedom to move” is almost clunky here – it shifts away from the warmth and into that neutraliser territory – because as above, it’s the straight-talking acknowledgement that a car is simply the object to a better, safer life. As the sub text elaborates on:
“We make cars for people who care about other people. So when it comes to safety, we think just as much about your surroundings as we do about you and your passengers.”
Warm and straight-talking. In more recent campaigns that focus on the environment and sustainability, that warmth becomes even more important, as you’ll see below.
The Deployment: Safety and Reliability – For Life
Whichever decade you look at, Volvo’s marketing is a masterclass in headline creation, ad copy and message first.
In the early days of Volvo’s key message deployment – as the importance of the seatbelt and Volvo’s safety first approach was bedding in – reliability took a front seat.
Like the 1970’s ‘trip to Europe and a swimming pool’ ad above, these campaigns are all focused on how a Volvo will stand the test of time. It’ll keep you on the road (safely of course) – for decades.
The first ad ‘Volvos come in blue, green, white, yellow & red. No rust.’ asserts that a Volvo “is built to postpone the inevitable. Whichever new Volvo you buy, it has an equal opportunity to become an old Volvo.”
Great longevity.
The ‘You rascal’ ad – with superb headline humour – dials into the competitors message of changing your car every few years. But with Volvo:
“Your neighbour won’t be wondering why you have a six year old car in the driveway. They’ll be wondering where you got the money to take your wife and kids to Europe.”
Long lasting value.
And the third “it’ll last longer than the payment book’ doubles down on the life you can have if you save money with a reliable Volvo.
“Look at it more as a way to get out from under car payments and into swimming pool, boat or vacation payments. After all, there’s more to life than owning the newest car on the block.”
More to life. A theme that resonates throughout, underpinned by a car that’s reliably safe.
Rugged reliability
Volvo’s are so reliable, you can drive them however and wherever you want. Run them to the ground if you like, as was the headline in this 1962 ad: Drive it like you hate it.
That final line? “It’s cheaper than psychiatry” – amazing.
The car you want to rely on in the toughest environment is another theme that runs throughout Volvo’s marketing.
Whether it’s the 1971 ad ‘Volvo says there’s no such thing as bad roads. Only bad cars’ or the XC60 campaign from the noughties ‘Command the extreme’, there’s a clear connection.
Volvos aren’t ordinary cars. They’re designed to handle tough environments, keeping you safely on the road.
Saving money and more
Here’s two more examples, emphasising the value of owning a reliable Volco. A car for life.
- ‘A most rewarding part of owning a Volvo is selling it’
- ‘Old Volvos never die. They pass on’
The copy in both ads explain the average length of time a Volvo lasts, and how it’s a safe investment. Yes, safe in a different iteration, but still as effective:
“So if you don’t want to buy a Volvo for how little it loses you, it’s nice to know you can always buy one for how much it saves you.”
And:
“When it comes to cars, the good don’t die young. And Volvos are so well-made they seem to go on forever.”
On the surface, we’re in value for money territory. But look at the language used – saves, loses, die young, go on forever – they’re seeding that key message of Volvo as the smart, protective choice.
Reliably safe.
You only need to read the headlines on these ads to know that Volvo is there for you, for life, to keep you safe.
Practicality can be fun
The challenge with a key message of reliably safe is that for consumers, it comes across as very dull. Sure, it’s great to have a car that keeps going and protects your family, and yes deep down we all want that, but a car purchase is an emotional one.
It’s a statement. It’s a luxury. It should be exciting and fun, not just safe and reliable.
So in 1980’s, Volvo deftly deployed a US campaign for 740 Turbo Wagon that lent into this mentality while still capturing the essence of their key message.
“A car you can believe in.”
You want horsepower? You want speed? You want to look good driving a car that actually meets the needs of your family? Volvo has the answer.
A car that survives until the next century is pure reliability – perhaps not daring to stray too far from the tried and tested initially – but the other headlines here all focus on how practicality can be fun. Porsche, Lotus, Ferrari – a Volvo drives like all of them, just with more space and comfort for the family.
Two other headlines in the campaign – ‘Until Ferrari builds a wagon, this is it’ and ‘Yes, it flies’ double down on the idea of a fast, fun car – that you can still rely on. That you can believe in.
The print ad that accompanies the video spot – ‘To a radar gun, they look exactly alike’ effortlessly communicates this ideal of practicality that can be fun, and still hints at Volvo’s reputation for safety.
“A wagon that’s actually worth owning for what it packs up front.”
Horsepower, sure. But also those superior front collision safety features.
Across the pond in the UK, legendary ad man David Abbot was having his own fun with a 740 ad campaign.
Firstly, there’s no clearer messaging on safety than this powerful visual:
And there’s this:
That’s Abbott there. Apparently he wanted a baby under the car, but Volvo quickly nixed that idea. A Volvo engineer refused too. But so convinced of the power of that reliably safe key message, Abbott stepped in (or rather lay down).
“It’s so well built, you can bet your life on it. I know. I just did.”
Key message delivered. Mic dropped.
Designed for safety
Even where Volvo brings humour into their advertising, that key message remains crystal clear.
As with the 740 turbo wagon ads, this 1982 360 GLT campaign succinctly delivers comparisons with sports cars while showcasing the value of safety.
“It goes like a BMW. It corners like a Porsche. It stops like a Volvo.”
What more do you need to know?
Then there’s the emphasis on safety by design:
Both ads talk about the wealth of safety features on a Volvo, but they do so with a powerful, emotional image. Volvo protects.
Same with these ads, from 1975 and 1982:
And this ad from 2018’s Moments/Future of Safety campaign:
1975 or 2018, the ads are almost identical. With these cutting edge safety features, you can rely on Volvo to save lives – to help children live their life to the fullest.
Safety as standard. Changing the industry. For life.
For safety, for life
In Volvo’s most recent campaigns, collective safety is the new driver.
First, there’s ‘The Parents’ campaign, from 2020. While you’re busy looking after others, Volvo will look after you.
And yet, it’s 2020. There are dozens of manufacturers and hundreds of cars on the market that have lane-keeping assist. It’s standard with many new vehicles. But because Volvo owns the safety space, the ad resonates deeper.
A Volvo is for everyone’s safety.
And when Volvo say everyone, they mean it. As this 2021 ad – ‘The Ultimate Safety Test’ shows.
Different style, different focus, same powerful key message. There’s still that edge of humour, right up until it’s deadly serious. Despite the focus shifting away from individual to collective protection, the message remains crystal clear. Think Volvo, think safety.
Volvo’s safety heritage is even here, in this campaign that ran exclusively in the UAE.
“The three-point safety belt. Worn in the ‘60s with the mini skirt.” Or the ‘70s with the maxi dress, or the ‘80s with shoulder pads.
With Volvo, safety is for life.
Which brings us right up to the present, and Volvo’s latest strapline and messaging campaign.
‘For Life’
As Andreas Malm, creative director at Volvo Cars says, “we have an ambition to be pioneers in the protection of people and the planet.”
The car barely features in this spot. The safety features fly across the screen in less than three seconds. Because, as is evident in every single ad here, the message isn’t about the car itself. It’s the benefit of the benefit. What a reliably safe car will mean for your life.
“When you feel safe, you can be truly free.”
The imitators and the spoofs
How do you know when your key message has well and truly landed?
When it becomes the basis of a spoof ad in a Hollywood film maybe?
An honourable mention must go to these ads because, while they were never real campaigns, they show just how pervasive Volvo’s message first approach has been.
It’s so synonymous with the brand, it’s inspired many a great knock-off.
Boxy but good. Be safe instead of sexy. On the nose, but so accurate.
The irony here is that the spoof was so popular, much of the internet remembers it as a genuine Volvo ad.
And then there’s this gem from directors Dorian & Daniel. ‘The ABC of Death’. Trigger alert, it has scenes of death and suicide.
It’d never make it past censors or corporate. But you really really wish it would.
THE KEY MESSAGE: Reliably safe
Primary strapline: For Life
Company mission: Driving prosperity
Supporting messages:
- A car you can believe in
- The car for people who think
- It’s the little things
- For everyone’s safety
Pick any Volvo ad from the last sixty years, and you’ll see that key message. Reliably safe. Sometimes it’s a forefront, sometimes it’s just inspired by, occasionally it’s very very subtle.
But because Volvo is so synonymous with safety – thanks to their genuine, groundbreaking innovation and exceptional brand positioning – they can be subtle if they like.
They don’t need to be. They own every inch of space around safety messaging, and they lean into as they should.
It’s a powerful example of message first.
One that works time and again.
Because you see, my gran’s tin can of a car – a tiny Suzuki – lasted for over 20 years. It kept going, it kept us all safe, it even outlived my Gran. But the choice for a family outing would always be Grandpa’s Volvo.
Because a Volvo is:
‘Reliably safe.’
Putting your message first is so clear. So effective.
So what are you waiting for?
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