How Safety Scored Volvo a Big Game Win


Safety Sunday

How an integrated communications campaign drove deeper engagement than a $5M ad ever could.




Volvo Car USA, LLC (“Volvo Car”) needed a way to authentically break through to consumers around the Big Game. Instead of fighting for advertisement supremacy against some of the biggest brands (and the biggest budgets), Volvo Car drove deeper engagement than a traditional advertisement ever could by leaning into its core value  safety  and tying it into the game itself. 



For the 2020 Big Game, WE worked with Volvo Car to concept an integrated campaign  Volvo Safety Sunday  that would reinforce the brand’s legacy in safety. To celebrate more than 1 million lives saved by Volvo innovations, Volvo Car pledged to give away $1,000,000 worth of Volvo cars to randomly selected winners  if a safety was scored during the Big Game. 

WE supported Volvo Car across all elements of the project, helping manage the website and sweepstakes build, creative development, and integration with CRM, sales and retailers. The team executed an earned, social and paid media campaign to drive story placements and sweepstakes entries in the two weeks before the Big Game, targeting general news, ad/marketing, automotive, lifestyle, sports and broadcast verticals. Volvo Car also worked with former NFL player Justin Tuck to help drive interest in the campaign through a media tour in Miami at Radio Row.



The campaign’s results were wide-ranging and strong:

Vehicles sales and leads

  • 290 linked car sales and 10x program return on investment 
  • 284% YoY increase in sales leads 

Customer intelligence and engagement

  • 141K+ unique sweepstakes entries, surpassing goal by more than 350%
  • 64K+ email opt-ins: 40%+ of registrants chose to opt-in to Volvo marketing 
  • Registrants chose their ideal model, color and trim — valuable customer preference information
  • Significantly increased YoY unique web visitors, engagement and visits to vehicle configurator

Media results

  • 370+ pieces of earned media coverage across online and broadcast outlets
  • 583M+ earned media impressions
  • Highlights include USA Today, CNBC, Adweek, Car and Driver, and
  • 20+ national and local broadcast interviews with Justin Tuck, including CBS Sports Radio and Bloomberg Business


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