Volvo Car UK unveiled Tokyo 2020 hopefuls and elite UK triathletes Lauren Steadman and John McAvoy as ambassadors ahead of Tokyo 2020 with a pair of endorser fronted short films.
The pair of new ambassadors build on Volvo’s official vehicle partnership British Triathlon and the automotive brand leverages the tie up by rolling out a pair of social spots and the objective behind the campaign is to showcase how both demonstrate ways in which sport can help people overcome personal challenges and realise their full potential.
Paratriathlete Lauren Steadman is a multiple World and European Champion and silver medal winner at Rio 2016 (as well as a Strictly Come Dancing 2018 contestant) and her open water swimming experiences have fuelled her advocacy for the threats of water pollution.
It is her environmental stance and ecology values which are the focus of her film: one which aligns with Volvo’s own green commitments and its recently declared ambition to become a climate-neutral business.
Her experience of regularly swimming in open water has made her keenly aware of the issue of water pollution in oceans, lakes and rivers and the risks it poses, not just to sportspeople and swimmers, but also to the health and quality of our natural world.
Her personal concerns are perfectly aligned with Volvo’s commitment to sustainability and protecting and improving the environment, emphasised in its recently declared intention to become a climate-neutral business by 2040.
While John McAvoy is a former career criminal who turned his life around through sport and fitness while serving a lengthy sentence in a top-security prison and is now an elite triathlete who competes around the world and who uses his own life experiences to inspire others to change their life for the better.
First posted on 25 November, the introductory films are amplified across the car company’s UK digital and social channels including YouTube and Twitter.
Excited to show you guys what project I’ve been working on with @volvocaruk looking forward to premiering it later today @kendalmountainfestival #Volvo #britishtriathlon #frozen #triathlete #paratriathlete #waterpollution #awareness #openwater #swimming pic.twitter.com/IJXM2DLlBh
— Lauren Steadman (@LaurenSteadman) November 16, 2019
Really excited to share this project with @VolvoCarUK I’ve been working on. Today at the @kendalmountain we premier a campaign which will go live next week to the public #Powerofsport pic.twitter.com/cbu7qYMqAE
— John McAvoy (@johnmcavoy2) November 16, 2019
As well as the videos, Volvo, working with agency CAA Sport & Entertainment, is also activating through PR and dealerships.
According to Volvo Car UK Managing Director Kristian Elvefors, the campaign’s aim is to showcase Lauren and John porting achievements in triathlon with the objective of sharing their inspiring personal stories so that they resonate with many people and inspire them to become active in their lifestyles and to spreading urgent messages about safeguarding the world around us.
One of Great Britain’s most successful parathletes, Steadman was born missing the lower part of her right arm and she competed at the highest level as a swimmer in two Paralympic Games before taking up paratriathlon. She is now in training for the Tokyo 2020 Paralympic Games.
Speaking about the partnership and the campaign, Steadman commented: “I’m honoured to be working alongside Volvo and its partnership with British Triathlon. As a paratriathlete, I compete in natural environments around the world and have seen first-hand the importance of preserving our planet’s oceans, lakes and waterways, a cause I am committed to promoting. Sharing this passion with a brand that both embraces and respects the environment is something I’m excited to be part of.”
While McAvoy, who at one time faced two life sentences, turned to fitness in top security prison (supported by his prison officer Darren Davis) and having set world records in the gym on the rowing machine, he took up triathlon on his release and now competes internationally.
Through his involvement in the sport, John is keen to inspire others, working closely with young offenders within the prison system to educate and offer guidance on how to use the redeeming power of sport to better their own lives.
“It’s great to be working alongside a brand that shares my passion for promoting active lifestyles via the power of sport, as well as one that has safety, quality and sustainability at its heart. Sharing the same core values that embody triathlon is something that leaves me excited to be working alongside Volvo and inspiring others to change their lives for the better,” said McAvoy.
Comment:
Volvo signed on to become the official vehicle partner of British Triathlon earlier in 2019 with the aim that the sponsorship would reflect the common values the auto brand shares with the rights-holder – particularly care for the environment, sustainability, a sense of adventure and empowering people to enjoy active lifestyles.
This campaign rolls out as 2019 comes to a close and thoughts turn towards 2020’s global sporting showpiece – the Tokyo Olympic Games.
Volvo isn’t the only car company to Activative around elite triathlete and Iron Man events and ambassadors. Mercedes-Benz, for example, has rolled out multiple campaigns and content leveraging its partnership with iron Man endorsers such as World Champion Jan Fordeno,
Sebastian Kienle
and Anja Beranek.
Links:
Volvo UK
https://www.youtube.com/user/volvocarsuk
https://www.facebook.com/volvocaruk
https://twitter.com/VolvoCarUK
https://www.instagram.com/VolvoCarUK/
British Triathlon
https://www.britishtriathlon.org/
https://www.youtube.com/user/BritishTriathlon
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