Volvo: Live Test Series, [video]

Credits & Description:

CLIENT VOLVO TRUCKS
PRODUCT THE NEW VOLVO FMX, THE NEW VOLVO FL
ENTRANT FORSMAN & BODENFORS GOTHENBURG, SWEDEN
TYPE OF ENTRY BRANDED CONTENT & ENTERTAINMENT
CATEGORY FICTION: SERIES OR FILM
TITLE THE EPIC SPLIT
PRODUCT/SERVICE THE NEW VOLVO FMX, THE NEW VOLVO FL
ENTRANT COMPANY FORSMAN & BODENFORS GOTHENBURG, SWEDEN
CONTRIBUTING COMPANY FORSMAN & BODENFORS GOTHENBURG, SWEDEN
PRODUCTION COMPANY FOLKE STOCKHOLM, SWEDEN
CILLA PEGELOW/OLLE VICTORIN FORSMAN/BODENFORS ADVERTISER'S SUPERVISOR
ANDERS EKLIND/SOPHIA LINDHOLM FORSMAN/BODENFORS ART DIRECTOR
MARTIN RINGQVIST/BJÖRN ENGSTRÖM FORSMAN/BODENFORS COPYWRITER
JERRY WASS FORSMAN/BODENFORS DESIGNER
TOBIAS NORDSTRÖM FORSMAN/BODENFORS PLANNER
ALEXANDER BLIDNER FORSMAN BODENFORS AGENCY FILM PRODUCER
PETER GAUDIANO FORSMAN BODENFORS WEB PRODUCER
PETER BRANDT PETER BRANDT EDITOR
PLOP PLOP SOUND DESIGN ARRANGEMENT
SWISS SWISS POST PRODUCTION
ANDREAS NILSSON FOLKE FILM DIRECTOR
JOI PERSSON FOLKE FILM PRODUCER
ONLY TIME RYAN/RYAN/NI BHRAONAIN)/PERFORMED BY ENYA ONLY TIME RYAN/RYAN/NI BHRAONAIN)/PERFORMED BY ENYA MUSIC
ED WILD ED WILD D.O.P
The Campaign
With a very limited global media budget, we needed to launch 5 new trucks globally while expressing unseen aspects of the Volvo Trucks brand. The target audience is a diverse group of purchasers. Mostly, these purchasers are not truckdrivers. And so they seek help and advice from a wide network of contacts: drivers, colleagues, workshop acquaintances, competitors, customers, friends and family. No matter how small the the core target audience looks on paper, we saw no option but to go and hit tight. Without a significant global media budget, we decided to embrace the new media landscape and use YouTube as our main channel. The creative idea was to carry out extreme tests of relevant product features, in a live set up where the outcome could never be guaranteed. In this way we could thrill and engage the widest possible audience while still providing a valid demonstration of the new truck. If our live test films could evoke enough interest, then we might be able to get all the way through to the purchasers. In the Epic Split video Volvo Truck wanted to stir up excitement for the new, unique feature – Volvo Dynamic Steering –and the launch of Volvo FM.
Results
The Epic Split video is part of the Live test series – and an answer to Volvo Trucks's challenge: How do you get people all over the world to talk about trucks Volvo Truck's objective was to attain maximum interest in the global launches of its new model: FM, Without a global media budget at its disposal, this was quite a challenge. And one that was not simplified by the diversity of the target audience ranging from CFOs to truck drivers. It became clear to us that the various purchasers seek information from a wide circle of colleagues and contacts including friends and family. This became central to the strategy: to go for a much wider audience in order to reach the purchasers. For this to work we needed a number of spectacular ideas that would attract the attention of the press, only then could we afford to reach out. We set up a series of product tests that would demonstrate specific features of the trucks in a way that would thrill and intrigue just about anyone. The films of these (live) tests would generate viral hits and stimulate social media activity. The Epic Split was number 6 of the Live Test Series films.
Like the other videos in the Live Test Series, the Epic Split had to to work on two levels: Highly relevant for truck buyers and drivers – but at the same time spectacular and entertaining enough to attract a broad audience. Why? Because truck buyers are surrounded by a lot of influencers. Like drivers, friends and families.
The most viewed automotive commercial on Youtube ever with +72 millions views. (10 million views within the first 48 hours) • been shared over 6 million times on social networks. • over 10 million impressions on Google.com. • #6 in YouTube's Top Ten Trending 2013 • thousands of spoofs, adding an extra 50 million of views • received extensive media coverage from all over the world: • an estimated earned media value of €87 million. • 1/3 of the Truck buyers who saw the communication have either contacted a dealer or visited volvo.com to get more information. 40 % of the truck buyers who have seen the Epic Split video say that it is now more likely that they would choose Volvo the next time they purchase a truck.