Volvo
Transforming stressful summer car journeys into fun, nature-fuelled adventures
Our background
Our brief was to generate national and lifestyle cut-through by leveraging Volvo Car UK’s Eden Project partnership, cementing Volvo’s link to outdoor adventures over the summer holiday period. To succeed, we needed to reach parents directly with a family-first message – moving beyond traditional auto trade titles to secure mainstream national and lifestyle coverage.
Our approach
New research commissioned for the campaign revealed that more than one in three parents (35%) admit to taking their eyes off the road to manage backseat behaviour, with 19% saying the distraction has resulted in a minor collision.
We reframed children’s backseat bickering as a safety issue - and positioned nature as the solution. By helping families keep the peace, protect their plans, and remain safe on the road, we highlighted Volvo’s role in turning journeys into adventures.
What we did
We designed and created the Roadside Nature activity pack in order to transform every drive into an adventure. Combining interactive in-car experiences, expert-backed content, and partnerships with the Eden Project and TV naturalist Steve Backshall, the pack encouraged families to spot landscapes, wildlife, and stories along UK roads - keeping kids engaged and drivers focused.
Impact & results
The campaign delivered 91 pieces of coverage, including national hits in The Sun, Daily Mirror, Daily Express, Metro, and The Independent. A broadcast day amplified the message across mainstream national and regional stations. Beyond strong media reach, the campaign drove summer safe-driving awareness and inspired families to connect with nature as a practical route to calmer, safer journeys.
