| Title | REALITY ROAD |
| Brand | VOLVO TRUCKS |
| Product/Service | TRUCKS |
| Category |
A02. Non-Fiction: series or film |
|
Entrant Company
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
|
Contributing Company
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
|
Production Company
|
JAROWSKIJ Stockholm, SWEDEN
|
Credits
| Britta Malmberg |
Forsman/Bodenfors |
Account Executive |
| Cilla Pegelow/Olle Victorin |
Forsman/Bodenfors |
Advertiser's Supervisor |
| Anders Eklind/Kim Cramer |
Forsman/Bodenfors |
Art Director |
| Björn Engström/Eva Rådberg |
Forsman/Bodenfors |
Copywriter |
| Tobias Nordstrom |
Forsman/Bodenfors |
Planner |
| Jerry Wass |
Forsman/Bodenfors |
Designer |
| Jens Odelbring/Peter Gaudiano |
Forsman/Bodenfors |
Agency Producer |
| Jasper Lake |
Jarowskij |
Producer |
| Josefin Eriksson |
Jarowskij |
Line producer |
| Emma Hägglund |
Jarowskij |
Project manager |
| Emma Feuk |
Jarowskij |
Post produktion producer |
| Anders Ekert/Erik Ericsson |
Jarowskij |
Photographer |
| Henrik Pettersson/Philip Lundberg |
Jarowskij |
Sound |
| : I. BJurenstedt/A. Carlborg/S. Amundsen |
Jarowskij |
Editor |
| Magnus Gustafsson |
Jarowskij |
Executive Producer |
| Mapei from her album ’Hey Hey’ |
Music |
Music |
The Campaign
The idea was to create something that was both interesting for the target group and in the same time entertaining and engaging enough to reach a broader target group. Thus, we got the help from influencers like friends and family to spread the word about the TV-series.
4. We wanted to be on the forefront of the devolpment of the TV media and do something that very few, if any, brands have done: A global, non-scripted reality TV series, published only on YouTube and other online platsforms. Together with a TV production company, we created an entertaining journey throughout Europe in a Volvo FH truck. We follow soul-pop artist Mapei in the making for her new music video for her new song togehter with a video director and a truck driver. A story that in a natural way includes a heavy truck, life on the road and the services needed to keep the truck on the road, whatever happens… wich helped us to raise the attention around Volvo Trucks Services. The TV series should also support Volvo Trucks long term goal to convert truck buyers and drivers into devoted fans. The content consists of:
- 8 episodes, 10-12 minute long
- 5 trailers
- 1 music video
- behind the scenes and extra material
The TV series was launched online with an official trailer online. After a week we launched the first three episodes in a badge. The next week, a new trailer and a new badge of episodes. In the end we released the music video that was produced during the tour.
Goal – engagement and viewership instead of maxamizing the views,
Proof – nearly 50% watch 10 miniutes long episodes all to the end
Pr – 450 editorials on mainly automotive and news site = 180 millions OTS.
Global – reaching truck fans in 210 countires.
All in all – nearly 7 million views on the different online platsforms
Actions – 10% click through.
Traffic – visits on Volvo Trucks services site incread with nearly 100%.
We wanted to be on the forefront of the devolpment of the TV media and do something that very few, if any, brands have done: A global, non-scripted reality TV series, published only on YouTube and other online platsforms. Together with a TV production company, we created an entertaining journey throughout Europé in a Volvo FH truck. A story that in a natural way includes a heavy truck, life on the road and the services needed to keep the truck on the road, whatever happens… The TV series should also support Volvo Trucks long term goal to convert truck buyers and drivers into devoted fans.