Copy development of an initial enquiry brochure for the Volvo Car UK range. The interaction between prospect and retailer in the new car buying process is, by definition, sophisticated and very finely tuned. At the initial enquiry stage in particular, sales communications must ensure both the brand and the vehicle choices resonate and appeal. I was briefed to develop the copy concept for an initial enquiry fulfilment brochure: a magazine-style piece allowing prospects to buy in to the brand, the lifestyle and the values behind ‘new Volvo’. Developing example spread headlines and copy telling real-life stories from Volvo drivers and car designers, focus group research then confirmed the most compelling lifestyle attractions of embarking on Life's Great Adventure with Volvo.
- COPY DEVELOPMENT: Ian Castle, Freelance Copywriter
- AGENCY: Clarke Hooper
Original sample copy content: Volvo Car UK Initial Enquiry fulfilment brochure
Cover:
Volvo.
For life’s great adventure.
Spread:
LHP: Lifestyle shot
Individuality. Freedom. Excitement. Reassurance.
Welcome to Volvo.
RHP:
“Life moves fast. Sometimes, you just need to seize it.”
(Inset small pic of father with son)
Life is an adventure. It should be enjoyed. Your car plays an important part.
Outstanding model choice, breathtaking design and exhilarating performance are all fundamental to Volvo.
But for us, they’re just the start.
To us, car ownership should be rewarding - every bit as satisfying and reassuring as the machine itself.
That means making cars that are exciting, yet safe. Using production technologies that are environmentally informed and controlled. Providing the highest standards of service, assistance and care.
And recognising that, by choosing Volvo, every customer has made a commitment to the future.
The adventure starts here.
Spread:
LHP:
“I drive home each night from work just like anyone else. The difference is, I know I’ve helped people sleep a little better.”
Bo Alfredson. Volvo Engineer.
“I don’t spend my life thinking ‘what if the worst happens’. I spend it giving people the safety and reassurance to enjoy their driving."
Bo Alfredson is the Volvo engineer and team leader responsible for developing the whiplash protection system found in all Volvo cars.
“People like driving. They want to feel they can be confident at the wheel. So our team’s starting point is engineering which helps avoid dangerous situations arising in the first place. Good all round visibility. Clear exterior lighting. Carefully placed controls. Suspension, traction control and braking systems that provide the optimum grip. Hopefully, the unthinkable will never happen. But if it does, we’ll use every possible measure to safeguard our passengers. I can live with a job like that.”
RHP:
Solus pic: Sunbathing lifestyle
Box out:
Volvo understands its environmental responsibility. Our manufacturing techniques are chosen on the basis of the lowest environmental load. The water used in some production plants leaves cleaner than when it went in. On new cars, larger plastic components are marked to aid future recycling. Low petrol engine emissions, coupled with other fuel choices for engines such as CNG, helps to safeguard a cleaner atmosphere and protect resources.