A journey based on emotional authenticity.
For Volvo Cars of North America, everything centers on core values of quality, design, the environment and safety. The stories Haberman tell reflect the same values, connecting with brand loyalists and newcomers at emotional, authentic levels.
Memorable and meaningful. These are the stories Haberman tells for Volvo. Hometown heroes helping their communities. A little girl raising money to fight cancer. A middle school teacher driving his Volvo millions of miles. Innovations in engineering, safety and design. Cultural passion around the Super Bowl, treasure hunts, movie premieres and more. Audiences engage, talking and sharing, elevating core brand values.
Haberman’s journey with Volvo Cars of North America began in 2001. From the beginning, Haberman’s work for the automotive leader has reached across all forms of media – earned, paid and owned – integrating with the efforts of other Volvo marketing partners. The right message at the right time, told in the right way. That’s how the story builds.
3 Million Reasons to Believe
One man. One car. Millions of miles. Haberman was there in 2002 when Irv Gordon clocked two million miles, generating one billion media impressions with an ad equivalency of approximately $115 million. In 2013, Haberman will lead the celebration again when Irv hits three million miles in his 1966 P1800 Volvo. The 3 Million Reasons to Believe campaign will consist of an integrated blend of online and offline channels, building the Volvo brand story and engaging customers nationally.
Grassroots and Still Growing
Though the story of Alex’s Lemonade Stand started nearly a decade ago, young Alexandra Scott continues to inspire children and families today. She wanted to raise money to fight cancer, and Haberman helped take the story to national audiences and involve local Volvo dealers. Generating 100 million media impressions nationally, Haberman’s work was recognized as the “Cause-Related Campaign of the Year” in 2005 by PR Week Awards.
Volvo for life Awards
Introduced in December 2002 by Volvo Cars of North America (VCNA), the Volvo for life Awards (VFLA) celebrated ordinary people doing extraordinary things. The initiative received more than 10,000 nominations from all 50 states and provided more than $1 million in awards and contributions in honor of everyday heroes. In total, Haberman’s outreach earned more than two billion media impressions.
Connecting Through Fan Passion
Few literary and movie series have fueled such fan interest and passion as Twilight. Prominently featuring three Volvo models – the XC60, S60 R-Design and C30 – Twilight has been a strong connection point for new audiences. Haberman conducted national and local media outreach and promoted a wide range of product and contest tie-in’s.
Innovations That Inspire
Haberman helped introduce the Volvo C30 Electric with tours in key markets, engaging lifestyle and sustainability media as well as investors to learn more about the latest in a long line of Volvo innovations.
The Volvo Cars of North America blog, conceived and executed by Haberman, engages customers in a social, informative context. It humanizes the brand and provides a platform for viral communications.
The Car That Stops Itself
In 2008, when Haberman helped launch the Volvo XC60 as “The Car That Stops Itself,” it was one way of modernizing Volvo’s safety brand values. The national tour included test drives at more than 250 retailers nationwide.
International Treasure Hunt
Coinciding with Pirates of the Caribbean premiers in 2006 and 2007, Volvo issued exciting challenges. For the first premier, the challenge was to find a buried car. The second year, the goal was to find a treasure chest stuffed with $50,000 in gold coins and the key to a new car. Haberman generated a treasure trove of publicity during the events, earning coverage in the New York Times, Washington Post, CNBC, bloggers and more. On the contest blog alone, nearly 26,000 comments were posted.
Sir Richard Branson and Super Bowl Excitement
“Boldly go” proclaimed Volvo during the Super Bowl excitement of 2005. Communications featured Richard Branson, inviting Americans to win a trip to space. The coverage Haberman helped generate included more than 750 print, online and broadcast stories, including a Branson appearance on TODAY.
The First Car of Its Kind
Your Concept Car changed the way people think about auto manufacturing. Designed by nine women, the car offered three news angles – car, design, women in business – and new opportunities for brand storytelling.
Clive Bengtsson was the world’s oldest surviving crash test dummy. Created initially as a digital animated figure for film, Clive gave Haberman storytellers a unique way to engage the media and the public. At the first New York media event, 100 top-tier media attended and generated coverage by CNN, CNBC, Wall Street Journal and more.