Volvo: Look Who’s Driving feat. 4-year-old Sophie (Live Test)

Credits & Description:

Category: Automotive
Client: Volvo
Media: Online
Agency: Forsman & Bodenfors, Gothenburg
Country: Sweden
Customer: Volvo Trucks
Client: Ingela Nordenhav, Global Marketing & Communications Director

Product: Construction
Title: Volvo Trucks – Look Who’s Driving feat. 4-year-old Sophie (Live Test)
First publishing day: 3 December 2015
Length: 2, 22 seconds
Senior Account Director: Olle Victorin, Forsman & Bodenfors
Account Director: Cilla Pegelow
Account Manager: Anneli Kjellander, Britta Malmberg
Art Director: Sophia Lindholm, Kim Cramer, Anders Eklind
Copywriter: Björn Engström
Writer: Douglas Reid
Designer: Jerry Wass
Planner: Tobias Nordström
Agency Producer, Film: Alexander Blidner
Agency Producer, Digital: Peter Gaudiano
Production company: NEW LAND
Producer: Sophie Tamm Christensen
Executive Producer: Erik Torell
Postproduction: SWISS
Stills Photographer: Robin Aron Olsson
Media agency: BeOn
Director: Megaforce, Charles Brisgand & Leo Berne
Music: Cobrastyle, Teddybears
Editor: Nicolas Larrouquere
Sound: Kouz Production
An unpredictable child and a radio-controlled 18 tonne truck. In Volvo Trucks' "Look who’s driving" four-year-old Sophie subjects the Volvo FMX to the toughest challenge yet in the Live Test series. The film is a follow-up to previous global successes in the series, such as The Epic Split and The Hamster Stunt. In the most recent Live Test, "Look who’s driving", four-year-old Sophie drives an 18 tonne Volvo FMX through a construction area using a remote control. Sophie puts the truck through some serious manoeuvres, including driving through a thick brick wall and climbing a steep, soft slope, before rolling all the way down in a full 360-degree turn.
Strategy:
Without a traditional media budget, the campaign had to rely on YouTube and social media. Wich means that it got to be entertaining and sharable for a broader audience, but in the same time highly relevant for the core target group – truck buyers and drivers.We also linked it to a demo film of the features in "Look Who’s Driving", explaining in detail how the truck is designed to handle rough treatment.The aim was also to get a broad media coverage, with a special focus on automotive and trucking press online.
Campaign Description:
What could be the toughest possible test for the Volvo FMX? The idea was to put the truck in the hands of a little child. Four-year-old Sophie got to drive it with a remote control – for real. And to challenge the truck, we filled a construction site with all sorts of obstacles.This live test was set up to demonstrate the sturdiness and mobility of the Volvo FMX. A extremely strong cage construction, cast-iron front corners and skidplate of high-grade steel make this a very tough truck. And thanks to Automatic Traction Control – a revolutionary new feature that automatically engages the front axle when need ed – the truck won’t get stuck.
Synopsis:
Construction trucks are all about robustness and mobility. And Volvo Trucks has developed the sturdiest and most innovative construction truck in the market. But since Volvo is a releative newcomer in the segment – they are known for their long haul trucks – the sturdiness needed to be proven.
Outcome:
• 10,7 million on YouTube by February 1st• 5,4 million views on Facebook• + 9 million views on other platsforms, e.g. online media’s own players• 890 editorial pieces published• Editorial PR coverage in 53 markets globally• 1,9 billion Opportunities Too See
Execution:
• The film was published on Volvo Trucks YouTube channel and Facebook page the 3rd of December 2015.• The film and a press kit was also available for editorial publishing globally.• The demo film was at published on YouTube and Facebook at the same time.