ON VISION, MISSION & VALUES
Lessons from Volvo's E.V.A. Initiative
Listen to the episode and find out now!
"Our vision is that by 2020 no one should be killed or seriously injured in a new Volvo car."
Håkan Samuelsson, President and CEO, Volvo Cars
How does Volvo translate their bold company vision into marketing? What makes a compelling vision? What's the difference between vision and mission?
How does Volvo translate their bold company vision into marketing? What makes a compelling vision? What's the difference between vision and mission?
Let Big Brand Hack host Serene Loong and her guest Brand & Innovation Co-creator, Angela Koch deconstruct Volvo's award-winning The E.V.A Initiative to answer these questions and more.
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Show Highlights:
>> 00:25 An all-important question you need to ask yourself and your stakeholders to shape your company vision
>> 00:45 Audio of the case study video of Volvo's E.V.A Initiative. (For the video, scroll to the bottom of this page)
>> 03:46 Purpose-driven advertising
>> 07:45 The difference between vision and mission
>> 09:38 Authenticity, ambition and longevity – keys to compelling vision and mission
>> 10:30 Communicating the vision to employees. Making the vision concrete and visible through action
>> 15:47 The uniqueness of your vision
>> 17:21 Chunking up to a human need keeps a vision relevant through the years
>> 17:39 Being relevant by reflecting the times
>> 18:30 How visions can open up new customer segments
Didn't catch the
case study video?
CREDITS
Campaign: The E.V.A. Initiative
Client: Volvo
Agency: Forsman & Bodenfors
This is the entry video for the Cannes Lions 2019 advertising awards
