Only Time Ryan/Ryan/Ni Bhraonain)/Performed By Enya
Only Time Ryan/Ryan/Ni Bhraonain)/Performed By Enya
Music
Ed Wild
Ed Wild
D.o.p
The Campaign
With a very limited global media budget, we needed to launch 5 new trucks globally while
expressing unseen aspects of the Volvo Trucks brand. The target audience is a diverse group of
purchasers. Mostly, these purchasers are not truckdrivers. And so they seek help and advice
from a wide network of contacts: drivers, colleagues, workshop acquaintances, competitors,
customers, friends and family.
No matter how small the the core target audience looks on paper, we saw no option but to go
and hit tight. Without a significant global media
budget, we decided to embrace the new media landscape and use YouTube as our main
channel.
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.
In the Epic Split video Volvo Truck wanted to stir up excitement for the new, unique feature
Volvo Dynamic Steering and the launch of Volvo FM.
Results
The Epic Split video is part of the Live test series and an answer to Volvo Trucks's challenge:
How do you get people all over the world to talk about trucks Volvo Truck's objective was to
attain maximum interest in the global launches of its new model: FM,
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 stimulate social media
activity. The Epic Split was number 6 of the Live Test Series films.
Like the other videos in the Live Test Series, the Epic Split had to to work on two levels: Highly
relevant for truck buyers and drivers but at the same time spectacular and entertaining enough
to attract a broad audience.
Why? Because truck buyers are surrounded by a lot of influencers. Like drivers, friends and
families.
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.