ABOUT

When asking large organisations to adopt new brand or business strategies, with the hope that they'll effect some form of positive improvement in the culture, it's often to easy to overlook how to make it really, really easy to give everyone a simple way that can help them all to contribute.
The slip that many strategy's 'marketing' (or whichever means of getting the messages across) make is in not making the idea (whether 'big' or 'adaptive') action-orientated. If it's a behavior you want to tackle, make your strategy's message a behavior-reminder.
This execution for Volvo Car UK was aimed squarely at re-uniting the brand's most pervasive (and often overlooked) symbol, the marque, with the people behind it, i.e. the retail network's staff - to a reminder that 'every moment mattered' where delivering customer experience is concerned.
The execution reinforced this by physically 'pinning' a set of 'Customer Commitment' cards with a Volvo marque lapel badge (an accessory that's also pervasive in the auto industry and so an ideal vehicle for 'attaching' to people and 'attaching' an idea to), presented in a small box that would be gifted to everyone who works with or represents Volvo.