| Title | LOOK WHO'S DRIVING |
| Brand | VOLVO TRUCKS |
| Product/Service | TRUCKS |
| Category |
A03. Online: Fiction & Non-Fiction |
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Entrant
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FORSMAN & BODENFORS Gothenburg, SWEDEN
|
|
Idea Creation
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FORSMAN & BODENFORS Gothenburg, SWEDEN
|
|
Media Placement
|
BE ON Copenhagen, DENMARK
|
|
PR
|
BE ON Copenhagen, DENMARK
|
|
Production
|
NEW LAND Stockholm, SWEDEN
|
Credits
| Olle Victorin |
FORSMAN & BODENFORS |
Senior Account Director |
| Cilla Pegelow |
FORSMAN & BODENFORS |
Account Director |
| Anneli Kjellander, Britta Malmberg |
FORSMAN & BODENFORS |
Account Manager |
| Sophia Lindholm, Kim Cramer, Anders Eklind |
FORSMAN & BODENFORS |
Art Director |
| Björn Engström |
FORSMAN & BODENFORS |
Copywriter |
| Jerry Wass |
FORSMAN & BODENFORS |
DESIGNER |
| Tobias Nordström |
FORSMAN & BODENFORS |
PLANNER |
| Alexander Blidner, Peter Gaudiano |
FORSMAN & BODENFORS |
Agency Producer, Film/Agency Producer, Digital |
| Sophie Tamm Christensen |
New Land |
PRODUCER |
| Sophie Tamm Christensen |
New Land |
PRODUCER |
| Erik Torell |
New Land |
Executive Producer |
| SWISS |
SWISS |
Postproduction |
| Robin Aron Olsson |
FREELANCE |
Stills Photographer |
| Client lead: Carl Dyrssen Publishing and international PR: Jenny Canborn |
Media Partner: Be On / AOL Platforms |
Media Partner: Be On / AOL Platforms |
| Charles Brisgand & Leo Berne |
Megaforce |
DIRECTOR |
| Cobrastyle, Teddybears |
Cobrastyle, Teddybears |
MUSIC |
| Nicolas Larrouquere |
FREELANCE |
EDITOR |
| Kouz Production |
FREELANCE |
SOUND |
The Campaign
What could be the toughest possible test for the Volvo FMX? The idea was to put the truck in the hands of a little child. Four-year-old Sophie got to drive it with a remote control – for real. And to challenge the truck, we filled a construction site with all sorts of obstacles.
This live test was set up to demonstrate the sturdiness and mobility of the Volvo FMX. A extremely strong cage construction, cast-iron front corners and skid plate of high-grade steel make this a very tough truck. And thanks to Automatic Traction Control – a revolutionary new feature that automatically engages the front axle when need ed – the truck won’t get stuck.
Creative Execution
• The film was published on Volvo Trucks YouTube channel and Facebook page the 3rd of December 2015.
• The film and a press kit was also available for editorial publishing globally.
• The demo film was at published on YouTube and Facebook at the same time.
• 11,5 million on YouTube
• 5,4 million views on Facebook
• 9 million views on other platsforms, e.g. online media’s own players
• 890 editorial pieces published - 37% within automotive and trucking
• Editorial PR coverage in 53 markets globally
• 1,9 billion Opportunities Too See
The communication strategy for Volvo Trucks Live Tests is to be part of pop culture and entertainment on YouTube and in social media. Which means that it got to be very entertaining and sharable for a broader audience, but in the same time highly relevant for the core target group – truck buyers and drivers.
Without a traditional media budget, the campaign had to rely on YouTube and social media. Which means that it got to be entertaining and sharable for a broader audience, but in the same time highly relevant for the core target group – truck buyers and drivers.
We also linked it to a demo film of the features in "Look Who’s Driving", explaining in detail how the truck is designed to handle rough treatment.
The aim was also to get a broad media coverage, with a special focus on automotive and trucking press online.