Strategy
2025
Volvo EX30: Vrö wys
Designed in Sweden, built in Ghent, launched in Ghent’s own slang: “Vrö wys”. In French, “La plus belge des Suédoises”.
Client
Volvo Cars Belgium
Role
Strategic planner, Ogilvy Social.Lab
The brief
The EX30, Volvo’s most compact and accessible electric SUV, went into production at the Volvo plant in Ghent. The launch had to turn a production milestone into a reason to care, without losing what makes the car Swedish.
The insight
Few car brands in Belgium can say their car is made here. Scandinavian design built with Belgian craftsmanship is not a compromise between two origins but the best of both, and Ghent is proud of what it makes.
The idea
Speak Ghent, with a Swedish accent. “Designed in Sweden, built in Ghent. And we think that’s vree wijs.” The local expression became “Vrö wys”, a Swedified piece of street slang for a car that belongs to both places. For French-speaking Belgium, the same thought became “La plus belge des Suédoises”.
The campaign ran across social, online video, digital, TV and print, with radio following later in the year.
The role
Led the launch strategy: made the case for local pride as the angle and framed the platform so it could live in both language communities.
In the press
Announced in Dutch and French.
Creative: Jonas Van Bael, Han Van den Hoof, Tom Galle. TV production: Moxy.