Forsman & Bodenfors (SWEDEN)
|THE NEW VOLVO FH, "LAUNCH OF THE VOLVO FH TRUCK"||48-04462-INC|
Agency (city): Forsman & Bodenfors
Copywriter(s): Martin Ringqvist/Björn Engström
Art Director(s): Sophia Lindholm/ Anders Eklind/ Staffan Lamm
Production Company (& City): B-Reel (Stockholm)
Agency Producer(s): Alexander Blidner/ Lina Strandäng
Interaction Designer/Inforamtion Architect : Johan Wingård
Account Manager: Jenny Edwardsson/ Britta Mlamberg/Alison Arnold
Digital Producer: Peter Gaudiano
Designer : Jerry Wass
Production Company: Meter
Account Supervisor : Olle Victorin/ Cilla Glenberg
Writer: Per Torberger/ Simon Coe
Production Company/Ebay Specialists : Sell It Smart Gmbh
Advertiser's Supervisor: Ulf Nordqvist, Håkan Sernros, Helena Strandlund Selander, Per Nilsson
The Ballerina Stunt film was featured on 75 000 news sites and blogs in 225 countries, reaching more than 162 million people. But actually, this was only a teaser. It was made to create interest for the launch of the new Volvo truck. This took place on the web and was a live broadcast from six cities around Europe. Directly after the broadcast, a digital launch magazine went live on the same platform. The content was based on a Top ten news story format with a multitude of films and interactive modules. The magazine was of course available on all platforms. We also turned it into a site which we put where our target group like to hang out: On Ebay. To be able to do this, Volvo auctioned the very first truck with the starting bid of one Euro. With no reserve. The trucking business is a traditional B2B environment. Direct marketing and business press are the main channels. But the target group is scattered. And there is a lot of influencers around the actual buyers. Drivers, family and friends, for example. And journalists, especially in the trade press. Insight: The most effective way to launch a new truck and reach the core target group, would be to go wide. But this was done without having a huge media budget for a global advertising campaign in consumer media. The Ballerina Stunt was featured on 75 000 news sites and blogs in 225 countries, reaching more than 162 million people. All in all, the PR campaign led to an earned media value of 29 million Euro. It reached way beyond the target audience, and in the end the trade press wrote more than ever about the Volvo FH launch.
The Ballerina Stunt reached more than 162 million people. But it was actually only a teaser to create interest for the launch of the new Volvo truck.
After a live broadcast from six cities around Europe, a digital magazine with several films and interactive modules was released on all platforms.
All in all, the launch campaign led to earned media value of 29 million Euro.