Volvo targets a new generation of drivers with ‘Getaway Gotaway’ via Bastion Shine + Together
Volvo in New Zealand has launched Getaway Gotaway via Bastion Shine, a campaign crafted to connect the brand with a new generation of drivers. It celebrates the joy of escaping to what truly matters; nature, freedom and genuine connection.
Built on Volvo’s global ‘For Life’ platform and adapted for a distinctly New Zealand audience, Getaway Gotaway invites Kiwis to see their Volvo not just as a car, but as their getaway car. The campaign captures the spirit of leaving behind the everyday grind to rediscover life in motion, surrounded by the natural beauty that authentically defines Aotearoa.
The latest campaign from Volvo was planned by Together across outdoor, social, digital and broadcast channels including OOH and TVNZ+.
“Nature is our luxury good in Aotearoa,” says Oliver Green, Chief Creative Officer at Bastion Shine. “The more frictionless your access to it, the better you’re doing. We wanted to reframe what a Volvo campaign could look, sound, and feel like, turning customers into getaway drivers and Volvos into getaway cars.”
Adds Toby Sellers, Chief Executive Officer of Bastion Shine: “I’m incredibly proud of our first piece of brand work for Volvo Cars with our partners at NordEast Vehicle Distributors. The desire to escape to the great outdoors is one of New Zealanders’ greatest joys, and this campaign beautifully captures that spirit.”
Developed through a six-month collaboration between Bastion Shine and NordEast Vehicle Distributors, the campaign seeks to expand Volvo’s reach to a younger audience while maintaining its trusted reputation among established drivers.
Says Dane Fisher, Group General Manager of NordEast Vehicle Distributors: “Getaway Gotaway captures what Volvo truly means to our customers in Aotearoa. At its heart is a deep appreciation for nature, our customers’ true luxury. Bastion were tireless in crafting a campaign that celebrates that emotional connection, and the result is both beautiful and deeply human.”
With Getaway Gotaway, Bastion Shine has partnered with Volvo to establish a position of renewed strength in the New Zealand market, one defined by emotional storytelling, design-led thinking and cultural relevance. By blending global sophistication with a distinctly local sensibility, the agency has reinforced Volvo’s reputation as a brand that embodies calm, confidence and connection putting it in a position of strength and ensuring it resonates deeply with both loyal drivers and a new generation seeking modern luxury without compromise.
Agency: Bastion Shine
Production company: Loupe Agency
Director: Chris Sisarich
Audio: Franklin Rd Studio & Sound
Media: Together
NordEast: Dane Fisher: Group General Manager – NordEast Vehicle Distributors and Gene Powell: Group Marketing Manager
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