How do you get people worldwide to talk about trucks? And how do you get truckers interested in driving them?
For Volvo Trucks, the answer was: think big. So in the series of viral films it created testing new features, the “Live Tests” involved were bold and–in the case of one of the hottest campaigns you ever saw for a truck! This was not about creating a traditional-looking ad–we wanted to get close to the product, documentary-style, but still have Hollywood-scale impact.” But there was also significant potential to add to this with supporting content–including detailed product information about each new truck and the technology innovations behind their features.
The purpose of the films was to create awareness and pave the way for further marketing in Volvo Trucks’ 140 local markets.