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THE EPIC SPLIT
FORSMAN & BODENFORS, Gothenburg / VOLVO / 2014
Awards:
Overview
Credits
Overview
CampaignDescription
The Epic Split is part of the Live test series –an answer to Volvo Trucks’s challenge: How do you get people all over the world to talk about trucks?
In this video Volvo Truck wanted to stir up excitement for the new, unique feature – Volvo Dynamic Steering – with a very limited media budget.
Like the other videos in the Live Test Series, this had to to work on two levels: Highly relevant for truck buyers – and spectacular enough to attract a broad audience.
Why? Because truck buyers are surrounded by a lot of influencers. Like drivers, friends and families.
Insight: The most effective way to launch a new truck and reach the core target group, would be to go wide and attract a broad audience. Without a huge media budget for a global advertising in consumer media, viral content marketing and social media combined with PR was the only way.
Effectiveness
- The most viewed automotive commercial on Youtube ever with +72 millions views. ( 10 million views within the first 48 hours)
• been shared over 6 million times on social networks.
• over 10 million impressions on Google.com.
• #6 in YouTube’s Top Ten Trending 2013
• thousands of spoofs, adding an extra 50 million of views
• received extensive media coverage from all over the world:
• an 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
Implementation
It is extremely difficult to find cost effective communication channels to reach this diverse target group. Traditional advertising can definitely be part of the communication package, but we would never be able to create real cut through by only using traditional channels. The Epic Split was aired solely on Volvo Trucks’ YouTube channel
Then it was followed up in Volvo Trucks’s social media channels and combined with extensive PR. The film were also accompanied by by in-depth interviews with the engineers behind the new technology. This was done both in printed and digital form.
Without a huge media budget for a global advertising in consumer media, viral content marketing and social media combined with PR was the only way
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