| Title | PUMP IT UP |
| Brand | VOLVO CONSTRUCTION EQUIPMENT |
| Product/Service | VOLVO CONSTRUCTION EQUIPMENT’S EXCAVATORS |
| Category |
D01. Social Video |
|
Entrant
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
|
Idea Creation
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
|
Media Placement
|
OATH Stockholm, SWEDEN
|
|
PR
|
SE10 London, UNITED KINGDOM
|
|
Production
|
THE PRODUCERS SWEDEN Stockholm, SWEDEN
|
|
Production 2
|
SWISS INTERNATIONAL Stockholm, SWEDEN
|
Credits
| Cilla Pegelow |
Forsman & Bodenfors |
Account Supervisor |
| Helena Lignell |
Forsman & Bodenfors |
Account Manager |
| Lars Elfman |
Forsman & Bodenfors |
Art Director |
| Martin Ringqvist |
Forsman & Bodenfors |
Copywriter |
| Christopher Ek |
Forsman & Bodenfors |
Designer |
| Milly Björkman |
Forsman & Bodenfors |
Creative assistant |
| Daniel Sjöstrand |
Forsman & Bodenfors |
Planner |
| Bjarne Darwall |
Forsman & Bodenfors |
PR Strategist |
| Peter Gaudiano |
Forsman & Bodenfors |
Platform and data strategist |
| Åsa Hammar |
Forsman & Bodenfors |
Agency producer, Film |
| Johan Nordqvist |
Forsman & Bodenfors |
Music Supervisor |
| Tompa & Rondo |
Tompa & Rondo |
Director |
| Mats Wolgers |
Mats Wolgers |
Producer |
| Ronald Meier |
Ronald Meier |
Line producer |
| Eric Gautier |
Eric Gautier |
D.O.P |
| Gustav Öström |
Talent Group |
Editor |
| Fredrik Sundberg |
Plop |
Sound design |
| Madeleine Gaterud |
Madeleine Gaterud |
Makeup artist |
| Denise Östholm |
Denise Östholm |
Stylist |
| Pump up the jam by Technotronic |
- |
Music |
| Dolph Lundgren appears courtesy of Karmax-910 sas |
- |
Talent |
| Per Åkerlund |
Volvo Construction Equipment |
Manager Communication Projects, Brand & Market Communication |
Background
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 globally of the range of excavators and prove that they are the toughest in the business.
Describe the strategy
Without a traditional global media budget at hands, the campaign had to rely on social media and PR to get the message across. 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.
To capitalise on the interest within the core target audience of the hero film, we created 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 PR strategy was to aim for (earned) media coverage, in all verticals relevant for the construction industry, as well as verticals relevant for the content of the campaign, eg fitness, entertainment, marketing, music etc, in order to reach all influencers around the buyers, technicians, operators within the excavator industry.
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.
List the results
- 17,3 million views
- 5,3% engagement rate
- 635 articles globally
Results from October 24th to October 30th. Campaign is still running.