Volvo brand identity refers to safety and security. Just because it’s a functionality it doesn't prevent lots of excitement and anticipation. The brand and its agency Jung von Matt have decided to get rid of all the clichés that people could have of Volvo for the launch of the new Coupe Concept. First step was to release a single picture of the new car, but without any branding to raise the curiosity. Next step, a film was released showing Volvo’s Chief Designer announcing changes and teasing the audience with 3 new frames. It finally turned into a big cheering for Volvo with a huge amount of earned media reach