THE WORLD’S LARGEST UNBOXING STARRING 3-YEAR-OLD JOEL

ClientVOLVO TRUCKS
Category A03. Cars & Automotive Products & Services
TitleTHE WORLD’S LARGEST UNBOXING STARRING 3-YEAR-OLD JOEL
Product/ServiceTHE NEW VOLVO VNL
Entrant FORSMAN & BODENFORS Gothenburg, SWEDEN
Idea Creation FORSMAN & BODENFORS Gothenburg, SWEDEN
PR FORSMAN & BODENFORS Gothenburg, SWEDEN
PR 2 VOLVO TRUCKS Greensboro, USA
Production ACNE Stockholm, SWEDEN
Additional Company OATH Copenhagen, DENMARK
Additional Company 2 MEDIAMONKS Stockholm, SWEDEN
Additional Company 3 SOUTH AGENCY Charlotte, NC, USA
Additional Company 4 OGILVY & MATHER Los Angeles, CA, USA
Credits
Name Company Position
Olle Victorin Forsman & Bodenfors Account Director
Cilla Pegelow Forsman & Bodenfors Account Director
Britta Malmberg Forsman & Bodenfors Account Manager
Kim Cramer Forsman & Bodenfors Art Director
Anders Eklind Forsman & Bodenfors Art Director
Björn Engström Forsman & Bodenfors Copywriter
Martin Ringqvist Forsman & Bodenfors Copywriter
Jerry Wass Forsman & Bodenfors Designer
Bjarne Darwall Forsman & Bodenfors PR Strategist
Tobias Nordström Forsman & Bodenfors Planner
Lena Sellman Forsman & Bodenfors Agency Producer, Film
Peter Gaudiano Forsman & Bodenfors Agency Producer, Digital
Lars Nordenson Acne Film Producer
Petur Mogensen Acne Film Executive Producer
Torbjörn Martin Acne Film Director / Editor
HOQ HOQ Music
Markus Bergkvist Music Super Circus Music Supervisor
Rick Giamportone Volvo Trucks North America Advertisers Supervisor
Magnus Koech Volvo Trucks North America Vice President/Marketing & Brad Management
Oath Oath Media Partner
Mediamonks Mediamonks Post-production/Sound

The Campaign

To launch the new Volvo VNL truck, we set up a live event in Charlotte, USA: The largest unboxing – ever – approved by Guinness World Records. And the very first to see the brand new truck model was 3 year old Joel Jovine, a true truck lover, who got the surprise of his life. The event was then turned into a mini-documentary, used for PR and social media to create awareness and conversations in the trucking community. In the Unboxing film, Joel reveals several relevant new features like the fridge, the window shades, the ladder to the upper bunk, the reclining bed - all able create a wow effects for truck drivers.

Execution

• The unboxing film was showed for the journalists at the launch of the new Volvo VNL the 11 th of July 2017. At the same time the Unboxing film was published on Volvo Trucks social media channels. • The film and a press kit was also available for editorial publishing globally. • The in-depth “Top 10 Stories” web magazine and product videos was at published on at the same time, on the homepage and all social media platforms.

• 360 earned media editorials • Broad PR reach in verticals like automotive, news, family, entertainment, and business media • 135,000 social shares • 1,4 million social engagements • 26 million views on Unboxing film • 6 million views on related Product Videos • 80% more homepage visits • 1,96 Billion OTS reached

The Situation

Without a traditional media budget, the campaign had to rely on PR in broader media to get reach and fuel conversations social media. This means that the content must aim for a broader audience, but at the same time must be highly relevant for the core target groups – truck buyers and drivers.

The Strategy

Without a traditional media budget, the campaign had to rely on spreading the word with the help of social media and PR. Wich means that it got to be entertaining and sharable for a broader audience, but in the same time highly relevant for truck buyers and drivers. So, the communication strategy was to be part of pop culture (Unboxing) and social conversations. To set a Guinness World Record added broad interest and credibility to the PR. We also linked the Unboxing film to the in-depth ”Top 10 Stories” about the new Volvo VNL on the homepage and to the Top 10 product videos about the best features of the new truck model.