A re-design improved perceptions of the quality of Volvo Australia’s cars, but low consideration was a drag on sales. Volvo’s brand heritage was in safety, but it needed a more aspirational position to attract luxury buyers. In response, it adopted Omtanke – a Swedish concept of care and consideration – and demonstrated in communications and by its brand behaviour. It partnered on an ocean conservation project and channels including TV, social and cinema told the Omtanke story. Other activities aimed to make the brand more approachable. Following activity, brand attributes and consideration improved. Volvo Australia grew sales by 38% and share by 49 per cent.