Social and Influencer > Online Video
THE EPIC SPLIT
FORSMAN & BODENFORS, Gothenburg / VOLVO / 2014
Awards:
Overview
Credits
Overview
Execution
This test demonstrates Volvo Dynamic Steering in a spectacular way by having Jean-Claude Van Damme carry out his famous split between two reversing Volvo Trucks.
The film was shot in one take, catching the first rays of the rising sun and had to be completed within 15 minutes – from 8:05 a.m. to 8:20 a.m.
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.
Strategy
How do you get people all over the world to talk about trucks? That was the challenge when Volvo Trucks introduced five 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.
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 videos aired solely on Volvo Trucks’ YouTube channel. Then they were followed up in Volvo Trucks’ social media channels and combined with extensive PR.
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