Creative Effectiveness > Creative Effectiveness
LIVE TEST SERIES
FORSMAN & BODENFORS, Gothenburg / VOLVO / 2015
Awards:
Overview
Credits
Overview
BriefExplanation
The idea is based on the insight that the most effective way to launch a new truck and reach the core target group, would be to go wide and attract a broad audience. But we didn’t have a huge media budget for a global advertising campaign in consumer media, which meant that viral content marketing and social media combined with PR was the only way. So we created Volvo Trucks’ Live Tests, a series of campaigns based on YouTube, testing new features. This was highly relevant for the core target group, but at the same time spectacular and entertaining enough to attract a broad audience.
Objectives: Maximize awareness of Volvo Trucks and the new range of trucks. Create a series of campaigns in such a way that it activates the Volvo brand values and consideration among the core target group, which should lead to an increase in sales.
Reach: In total, the launch campaign has had an earned media value of €115,000. It has been shared 8 million times online and has had more than 100 million views on YouTube (plus an extra 50 million views in spoofs). There have been more then 20,000 editorials published in global media.
Impact: The impact on the core target group was massive. 69% of Volvo customers and 34% of non-customers mentioned spontaneously that they had recently seen communication about/from Volvo. After hearing the truck brands, the recall of the communication was 81% among Volvo truck customers and 56% among non-customers. 85% of Volvo customers and 61% of the non-customers were aware of the new truck range.
Consideration: After the core target group had seen the communication, between 40-50% (depending on the campaign) of the truck buyers were “significantly more likely” or “more likely” to consider a Volvo truck in future purchases.
And last and maybe most important, sales. In the fourth quarter of 2013 (after the campaign period), sales increased by 24%, making it Volvo Trucks’ best year ever.
“Volvo Trucks has exceeded our expectations and contributed to the Volvo brand increasing its market share in Europe to historically high levels”. Olof Persson, President and CEO of Volvo Group.
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