Volvo Truck's objective was to attain maximum interest in the global launches of its new models:Volvo FH, FM, FMX, FL and FE. Without a global media budget at its disposal, this was quite a

challenge. And one that was not simplified by the diversity of the target audience ranging from CFOs to truck drivers.

It became clear to us that the various purchasers seek information from a wide circle of colleagues and contacts including friends and family. This became central to the strategy: to go for a much wider audience in order to reach the purchasers.

For this to work we needed a number of spectacular ideas that would attract the attention of the press, only then could we afford to reach out. We set up a series of product tests that would

demonstrate specific features of the trucks in a way that would thrill and intrigue just about anyone. The films of these (live) tests would generate viral hits and impetus for the press to air

and publish them. And so the PR strategy had its focus point: the phenomena of these daring product tests, carried out for real, in front of the camera, available for anybody to see on the

+72 million people have watched the Epic Split on YouTube generating an extensive media coverage generating an earned media value of €87 million

The Epic split was the Grand Finale of the fall of 2013. Part of the PR strategy was to tell all media/publicist hints about the coming Live Test films, before they went live. In this way we increased the fan base and the interest from all type of media was massive.

• November 12th- two days before the main video The Epic Split, a teaser went live. The objective with this teaser film was to create buzz and conversation for the main video.

• November 14th, the Epic Split was launched. A number of titles were identified as ”Game Changers” for the campaign,with the aim of an article within the first couple of days. These game changers were: Mashable,CNN,Distractify, Huffington Post, LA Times, ABC News, Wall Street Journal.

With growing numbers of the fanbase on YouTube and Facebook, the engagement, shares and comments increased on all Live Test Films.

- Most viewed automotive commercial on Youtube ever with +72 millions views.

- shared over 6 million times on social networks.

- #6 in YouTube’s Top Ten Trending 2013

- thousands of spoofs, adding an extra 50 million of views

- estimated earned media value of €87 million.

- 1/3 of the Truck buyers who saw the communication have either contacted a dealer or visited volvo.com to get more information.

- 40% of the truck buyers who have seen the Epic Split video say that it is now more likely that they would choose Volvo the next time they purchase a truck.