The campaign started with a teaser on YouTube: The Ballerina Stunt. It soon was featured on 75 000 news sites and blogs in 225 countries, reaching more than 162 million people.

The launch of the new Volvo FH truck was broadcast live from six cities around Europe. Directly after the launch a digital magazine with a multitude of films and interactive modules was released on all platforms.

We also turned the content into a site on eBay where Volvo auctioned the very first truck. It was the first time anyone used eBay for a complete launch site. The auction had 170 000 visitors and the truck was sold for way over the market price.

All in all, the launch campaign led to earned media value of 29 million Euro.

Without a huge media budget for a global advertising campaign, PR was the only way to go wide and reach all the influencers that surrounds the actual truck buyers. Drivers, family and friends, for example.

This was the very first time anyone used a standard eBay ad as a platform for a complete launch site. It was based on a Top ten news story format with a multitude of films and interactive modules. All major improvements of the new truck were covered.

Within three weeks, the digital magazine had 162.000 visitors from the European markets - to compare with the total amount of approximately 400.000 truck buyers in Europe.