PUMP IT UP

ClientVOLVO CONSTRUCTION EQUIPMENT
Category D01. Social Video
TitlePUMP IT UP
Product/ServiceVOLVO CONSTRUCTION EQUIPMENT’S EXCAVATORS
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
Name Company Position
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.