THE WORLD’S LARGEST UNBOXING STARRING 3-YEAR-OLD JOEL
Title | THE WORLD’S LARGEST UNBOXING STARRING 3-YEAR-OLD JOEL |
Brand | VOLVO TRUCKS |
Product/Service | THE NEW VOLVO VNL |
Category |
A03. Cars & Automotive Products & Services |
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
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 & Brand Management |
Oath |
Oath |
Media Partner |
Mediamonks |
Mediamonks |
Post-production/Sound |
South Agency |
South Agency |
Social Media |
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 fredge, the window shades, the ladder to the upper bunk, the reclining bed - all able create a wow effects for truck drivers.
Campaign Success
• 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.
Describe the success of the promotion with both client and consumer including some quantifiable results
• 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
Explain why the method of promotion was most relevant to the product or service
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.
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.