Driving core messages for Volvo: safety, environment, quality
Few brands are as focused as Volvo. For Haberman, few stories connect at a deeper emotional level and extend authentically across so many different forms of media. Haberman's journey as Volvo's media + marketing firm began in 2001 with campaigns honoring everyday heros. The journey continues today as Haberman helps Volvo owner Irv Gordon's drive to three million miles.
Results:
- Haberman generated over 1 billion media impressions for the Volvo for Life Awards, which was co-created with Volvo and has become a template for cause marketing programs across the United States.
- Received thousands of hero nominations that were submitted via essay in three categories: quality of life, safety and the environment, which also happen to be Volvo's brand attributes.
- Created Drive for Life Days and the world's first virtual lemonade stand - Alex's Lemonade Stand - which to date has raised more than $40 million to battle childhood cancer.
- Secured celebrity support for key Volvo causes, including Paul Newman, Richard Branson, Carolyn Kennedy, Sally Ride and others.
- National media coverage in top outlets, resulting in the broadest-reaching community relations campaign in Volvo's 50+ year history.
Storytelling tools:
Corporate social responsibility program creation, media strategy, media relations, blog development, national contest management, grassroots community building, retail support
