Manager Communication Projects, Brand & Market Communication
Why is this work relevant for Entertainment?
The communication strategy for Pump it up! is to tap in to pop culture and entertainment online. This is a piece of content designed to entertain as well as create curiosity for the brand and the range of excavators offered. This means that it must be very entertaining and sharable for a broader audience, but at the same time highly relevant for the core target group – buyers of excavators globally.
Excavators are all about robustness, reliability and performance. And Volvo Construction Equipment offer a wide range of excavators that are able to handle any job-site and any application. However, half of the excavator buyers in the world are not aware that Volvo Construction Equipment offers excavators at all. We needed to raise awareness of the range of excavators and prove that they are the toughest in the business.
Describe the creative idea
What could be the toughest possible test for excavators yet spectacular enough to obtain mass attention? The idea was to put the excavators through a fitness style bootcamp in the hands of the baddest drill instructor in the world, Dolph Lundgren. The excavators suffered push-ups, racing each other while pulling 10 tonne concrete blocks, performed tire flips knee deep in mud and even pull-ups on a custom steel construction. All stunts were real, nothing was fake. And Dolph spurred them on while dancing to the Technotronic song ”Pump Up The Jam”.
The bootcamp was set up to demonstrate the excellence of the machines and the wide range of excavators offered by Volvo Construction Equipment.
Describe the strategy
Without a traditional global media budget, the campaign had to rely on social media and PR. Which means that it had to be entertaining and sharable for a broader audience, but in the same time highly relevant for the core target group.
We also made a ”behind the scenes” film. Experts from Volvo explain the machines while the operators talk about the stunts. This extra piece of content hammers home the details while still providing an entertaining Hollywood-style feel.
The aim was also to get a broad media coverage, with a special focus on construction, automotive and workout press online.
Describe the execution
- A teaser was published on October 23rd on all Volvo Construction Equipment social platforms.
- A media event with Dolph Lundgren was arranged in London October 23rd, attracting both trade and entertainment media.
- The hero film were published online on October 24th.
- The films and a press kit was also distributed globally on October 24th.
Describe the outcome
- 17,3 million views
- 5,3% engagement rate
- 635 articles globally
Results from October 24th to October 30th. Campaign is still running.