Direct > Product & Service
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.
Execution
Volvo Truck's objective was to attain maximum interest in the global launches of its 5 new truckmodels. 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.
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 spectacular way.
Implementation
We created Volvo Trucks Live Tests, a series of videos testing new features of the trucks. Highly relevant for the core target group – but at the same time spectacular enough to attract a broad audience.
The test videos on YouTube were followed up by in-depth interviews with the engineers, both in printed and digital form. One of the tests was also turned into an interactive 360° experience.
Outcome
+100 million views on YouTube
• 8 million shares online
• Thousands of spoofs, Adding a an extra 50 million views
• Youtube went from 3,500 to 87,000 subscriptions
• Facebook went from 16,000 to 295,000 likes
• Over 20,000 editorials
• Earned media value of €126 million
• Around 1/3 (24-39%) of those who saw the communication have either contacted a dealer or visited volvo.com to get more information.
• Consideration of the next purchase is 45% of the respondents. ”Do you consider a Volvo Truck as your next purchase”.
More Entries from Cars & Automotive Services in Direct
24 items
More Entries from FORSMAN & BODENFORS
24 items
