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Volvo Cars Middle East Wins Bronze in Automotive Category at MENA Gemas Effies 2010
Safe and Style campaign by Memac Ogilvy is recognized by peers.
November 16, 2010 9:54 by Rasha Reslan
Volvo Cars Middle East was one of the companies honored for excellence in marketing effectiveness during the recent 2010 GEMAS Effie Awards ceremony held in Dubai, taking home the Bronze award for its Safe & Style campaign that celebrated the 50th anniversary of the seatbelt
Upon receiving the award, Roula Beiruty, Marketing Manager of Volvo Cars Middle East said: “This highly important award is recognition of Volvo’s commitment to road safety and showcases the creativity of our agency Memac Ogilvy in delivering a hugely effective campaign.”
The Safe & Style campaign idea was developed last year by Memac Ogilvy and incorporated print, public relations and digital media activities. The core idea of the campaign was to marry education with fashion and fun by showing that the seatbelt would never go out of fashion. The main objective of the campaign is to make people aware of the fact that the seat belt has been a timeless model of innovation, excellence and safety ever since 1959. Additionally, the placement of a mannequin wearing a seat belt in selected Massimo Dutti window displays in 2009 creatively played on the idea that the safety belt is fashionable and will always be fashionable.
Volvo’s Safe & Style campaign also triumphed at the Lynx Awards 2010 emerging with several awards further highlighting the creative synergies between Volvo Cars Middle East and Memac Ogilvy.