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Wednesday, June 12, 2013

Haberman launches campaign for Volvo

How many miles have you gotten out of any one of your cars? A million? What about three million? Maybe you’re driving the wrong car, then. Longtime Volvo brand ambassador Irv Gordon is about to reach a remarkable milestone — three million miles driven in his shiny, red 1966 Volvo P1800Gordon has already earned his place in the Guinness Book of World Records for most miles driven by a single owner in a non-commercial vehicle.
 
Haberman, Minneapolis, has just launched a “3 Million Reasons to Believe” campaign on behalf of the Swedish carmaker, to celebrate Irv’s milestone by reinvigorating Volvo loyalists and providing prospects with a new way of seeing the brand.
 
A microsite — 3MillionReasons.com — invites current and prospective Volvo owners to learn about Irv, his car and his travels; consumers can also submit their own reasons to believe as well as find a dealer and review current Volvo models.

On the site, a two-minute anthem video, with a :60 and :30 lift, positions Volvo as curator and champion of the journey and celebrates Irv Gordon as an innovator who started a movement and continues to inspire.
 
The campaign is launching with social media, PR and CRM outreach now, and will culminate with Irv reaching the three million mile mark the week after Labor Day — in Alaska. You can view the work here.

Volvo Cars of North America, LLC is a subsidiary of Volvo Car Corp. of Gothenburg, Sweden. VCNA provides marketing, sales, parts, service, technology and training support to Volvo automobile retailers in the United States.