2012 Results

CAT 43 - Automotive Interactive (INT)

GOLD

Forsman & Bodenfors (SWEDEN)

THE NEW VOLVO FH, "LAUNCH SITE ON EBAY"43-03261-INT
 

URL: http://entries.se/e/volvotrucks/launch

Agency (city): Forsman & Bodenfors

Copywriter(s): Martin Ringqvist/Björn Engström


Art Director(s): Sophia Lindholm/ Anders Eklind

Production Company (& City): Sell It Smart Gmbh, Production Company/Ebay Specialists

Agency Producer(s): Digital: Peter Gaudiano


Interaction Designer/Inforamtion Architect: Johan Wingård

Writer: Simon Coe

Account Manager: Cilla Glenberg, Britta Malmberg

Agency Producer: Alexander Blidner

Designer: Jerry Wass

Short explanation

The truck audience is hard to reach. Especially without buying any media. But they are always looking for spare parts on eBay, so we decided to launch the brand new Volvo FH there.

Volvo auctioned the first truck with the starting bid of one Euro. It was the first time anyone used the eBay platform for a complete launch site. It was based on a Top ten news story format with several films and interactive modules. We also held hundreds of smaller auctions to draw traffic to the big one.

The buzz was huge. Within ten days the truck was sold for way over market price and 170 000 visitors had interacted with the new truck - on their home turf.