Brand Experience and Activation > Promo & Activation: Digital & Social
LIVE TEST SERIES
FORSMAN & BODENFORS, Gothenburg / VOLVO / 2014
Awards:
Overview
Credits
Overview
ClientBriefOrObjective
How do you get people all over the world to talk about trucks? That was the challenge when Volvo Trucks introduced 5 new models within 12 months.
They wanted to stir up excitement for all their new features, not only among customers, but also among a wide range of influencers like truck drivers, friends and family.
Without a global media budget at its disposal, this was a challenge. The various purchasers seek information from a wide circle of colleagues and contacts This became central to the strategy: Go wide, but hit tight.
Implementation
The creative idea was to carry out extreme tests of relevant product features, in a live set up where the outcome could never be guaranteed. In this way we could thrill and engage the widest possible audience while still providing a valid demonstration of the new truck. If our live test films could evoke enough interest, then we might be able to get all the way through to the purchasers.
Outcome
- The videos have +100 million views on YouTube and been shared nearly 8 million times.
- Facebook followers increased from 16,000 to 330,000.
- YouTube subscribers increased from 3,500 to 90,000.
- Unique visits to Volvo Trucks' websites in Europe increased from 175,000 to 350,000 per month.
- +20,000 reports about the videos in the media worldwide.
- 126 million euros in earned media value.
- According to a survey, almost half of the truck buyers who have seen the videos say that it is now more likely that they would choose Volvo as their next purchase.
Relevancy
We created a series of films testing new features. Highly relevant for the core target group, but at the same time spectacular enough to attract a broad audience. An example is the Epic Split film. If you're not in the target audience you see Jean Claude Van Damme doing an epic split. If you are in the target group, you see 2 truck drivers, driving in reverse, in never seen before precision - (this is due to the unique Volvo Dynamic Steering feature) and then they see the epic split.
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