From using the on-air credits to promote specific models, the sponsorship was developed to communicate the strong brand personality that Volvo shares with the popular US medical drama - safety, reliability and familiarity. In one of Channel 4's first ever cross-platform deals, Volvo has sponsored ER on both Channel 4 and E4.

Give brand attitude.

As official sponsor of ER, Volvo were given bumper ads on either side of commercial breaks, as well as brand logo on all ER promotional ads and posters. Sponsorship of ER has proven itself as an extremely effective communications tool for building brand awareness and consideration for Volvo.

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Volvo's continuing sponsorship of ER demonstrates the clear benefits of a long-term association and shows how powerfully programme sponsorship can communicate a brand's values and personality. Viewers were significantly more likely to consider purchasing a Volvo the next time they buy a new car than non-viewers. Propensity to purchase a Volvo amongst viewers of ER has more than doubled year on year - 12% in 2001 to 32% in 2002.