Driving engagement with memorable, meaningful brand stories

Volvo’s story began a century ago, when a pair of visionary Swedes set out to design a car that could handle the harshest winters.

When Volvo came to Haberman, they were ready to tell a whole new story—one that would fuel brand awareness and purchase consideration.

CHALLENGE

Modernize—and humanize—a venerable brand by reaching consumers on an emotional level, telling memorable stories that just happen to reinforce Volvo’s core values.

Three Million Reasons to Believe

THE IDEA

One man. One car. Millions of miles.
Haberman brought to life the incredible story of science teacher Irv Gordon, who, in 2013, clocked three million miles in his 1966 P1800 Volvo.

RESULTS

1.2 billion media impressions.

Features on TODAY Show, Early Show, New York Times, Wall Street Journal, USA Weekend, NPR, and more.

Tens of thousands visits to dynamic microsite featuring hundreds of consumers’ own “reasons to believe.”

Volvo for life Awards

THE IDEA

Ordinary people often do extraordinary things. And Volvo wanted to recognize them. So together we created the Volvo for life Awards, which has provided millions of dollars in honor of everyday heroes all across the country.

RESULTS

2 billion media impressions.

Alex’s Lemonade Stand

THE IDEA

Haberman helped take the story of Alex’s Lemonade Stand—one little girl’s big idea to raise money to fight cancer—to national audiences and involve local Volvo dealers.

RESULTS

Earned billions of impressions, tens of thousands of media stories and the PR Week award for Cause-Related Campaign of the Year.