2012 Results

CAT 48 - Integrated Campaigns (INC)

BRONZE

Forsman & Bodenfors (SWEDEN)

THE NEW VOLVO FH, "LAUNCH OF THE VOLVO FH TRUCK"48-04462-INC
 

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

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

Event: Aplusa

Production Company/Ebay Specialists : Sell It Smart Gmbh

Advertiser's Supervisor: Ulf Nordqvist, Håkan Sernros, Helena Strandlund Selander, Per Nilsson

Short explanation

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.

Description

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. 
We also turned the magazine into a site on eBay where Volvo auctioned the very first truck. It was the first time anyone used eBay for a complete launch site. The auction had 170 000 visitors and the truck was sold for way over the market price. 

All in all, the launch campaign led to earned media value of 29 million Euro.