| Title | LOOK WHO'S DRIVING |
| Brand | VOLVO TRUCKS |
| Product/Service | TRUCKS |
| Category |
D01. Social Video |
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Entrant
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FORSMAN & BODENFORS Gothenburg, SWEDEN
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Idea Creation
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FORSMAN & BODENFORS Gothenburg, SWEDEN
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Media Placement
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BE ON Copenhagen, DENMARK
|
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PR
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BE ON Copenhagen, DENMARK
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Production
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NEW LAND Stockholm, SWEDEN
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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
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.