Volvo Digital LIVE TEST SERIES photo by Forsman & Bodenfors Gothenburg
Volvo: LIVE TEST SERIES photo
Awards:
| Cannes Lions, 2014 | ||
|---|---|---|
| CYBER LIONS | SOCIAL: ENGAGEMENT PLATFORM | GRAND PRIX |
| CYBER LIONS | INTEGRATED MULTI-PLATFORM CAMPAIGN: INTEGRATED MULTI-PLATFORM CAMPAIGN | GOLD |
| CYBER LIONS | Web Campaign: Automotive Products & Services | GOLD |
| DIRECT LIONS | Product & Service: Cars & Automotive Services | GOLD |
| MEDIA LIONS | Product & Service: Cars & Automotive Services | SILVER |
| MEDIA LIONS | Use of Media: Use of Branded Content & Sponsorship | SILVER |
| PR LIONS | Campaign: Integrated Campaign led by PR | GOLD |
| PROMO & ACTIVATION LIONS | Promo & Activation: Digital & Social: Online Advertising in a Promotional Campaign | GOLD |
Credits & Description:
URL: http://casestudies.se/live-test-series-2cc69b2e
CLIENT: VOLVO TRUCKS
PRODUCT: THE NEW VOLVO FMX, THE NEW VOLVO FL, THE NEW VOLVO FM
ENTRANT: FORSMAN & BODENFORS GOTHENBURG, SWEDEN
TYPE OF ENTRY: SOCIAL
CATEGORY: ENGAGEMENT PLATFORM
ENTRANT COMPANY : FORSMAN & BODENFORS GOTHENBURG, SWEDEN
ADVERTISING AGENCY : FORSMAN & BODENFORS GOTHENBURG, SWEDEN
PRODUCTION COMPANY : FOLKE STOCKHOLM, SWEDEN
CILLA PEGELOW/OLLE VICTORIN FORSMAN/BODENFORS ACCOUNT SUPERVISOR
BRITTA MALMBERG FORSMAN/BODENFORS ACCOUNT MANAGER
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 FILM AGENCY PRODUCER
PETER GAUDIANO FORSMAN/BODENFORS DIGITAL AGENCE PRODUCER
NIKLAS LINDSTRÖM FORSMAN/BODENFORS DIGITAL AGENCE PRODUCER
Creative Execution:
The idea was to carry out extreme tests of relevant product features, in a live setup, where the outcome could never be guaranteed.
The videos on YouTube were accompanied by ads and followed up by in-depth interviews with the engineers, both in printed and digital form.
One of the tests was also turned into a rich interactive 360° experience.
– The videos have + 100 million views on YouTube and been shared nearly 8 million times.
-Visitors on volvo trucks 360 website: 210,000
–Facebook followers increased from 16,000 to 330,000.
–YouTube subscribers increased from 3,500 to 90,000.
– Unique visits to Volvo Trucks' websites in Europe increased from 175,000 to 350,000 per month.
– + 20,000 reports about the videos in the media worldwide.
–126 million euros in earned media value.
– According to a survey, almost half of the truck buyers who have seen the videos say that it is now more likely that they would choose Volvo as their next purchase.
How do you get people all over the world to talk about trucks? That was the challenge when Volvo Trucks introduced five new models within 12 months. They wanted to stir up excitement for all their new features, not only among customers, but also among a wide range of influencers like truck drivers, friends and family.
We created Volvo Trucks Live Tests, a series of videos testing new features of the trucks. Highly relevant for the core target group – but at the same time spectacular enough to attract a broad audience.