Volvo Cars: "Or by": how two little words made Volvo's safety matter again

Volvo LifePaint is a spray paint which protects cyclists by making them more visible. Positioning Volvo on the less expected side of the safety dialogue between motorists and cyclists, the innovation earned huge amounts of editorial and social coverage. Among those interested in LifePaint, intent to purchase Volvo cars rose, and it is calculated that LifePaint customers went on to buy an estimated 298 Volvo cars in the UK and 1,013 worldwide. Volvo treats LifePaint as a safety initiative, not a profit centre, but the revenues from more than 75,000 LifePaint sales have covered the vehicle-maker''s investment in the project. This case offers other ways of valuing the launch, including the paid media equivalent of the editorial coverage generated, and the product''s role in driving quality visitors to Volvo''s website.