Creative Execution

Three films of progress from Singapore, Thailand and China were created with National Geographic and broadcast on Nat Geo, Fox and Xing Kong (China), advertised through Fox’s and Volvo’s owned social channels, and seeded through You Tube and YouKu (China). These films were housed on a microsite, with epic 360 photography of Asian landscapes and truck features, which users could navigate. To encourage sharing, we offered a chance to win a trip to Singapore. We extended reach with a PR plan seeding to a truck-interested audience. For quality reach with lower frequency, it ran from May to June 2014.

The whole campaign – production, media and fees was less than SG$1M. The objectives were to achieve good reach, targeted engagement and sales: Total digital actions were 1.2M, including 878K video views –37% higher than the target from media investment, indicating organic sharing of content or ‘earned media’ Over 150K people visited the campaign microsite We cannot disclose absolute sales figures, but order values are 30% up on the target set with the campaign ROI is more than 10:1 on profitability. We created a global blueprint for how branded content linked broadcast to the purchase funnel, through deeper digital experiences.

How do you follow Jean-Claude van-damme?! Our objectives were to launch the new Volvo FH trucks into Asia. We had to build credibility and relevance in the region. Another product demonstration, no matter how epic, just wouldn’t cut it with an Asian audience who were looking for tangible evidence of achievement closer to home. Our idea: Volvo 360, Perspectives of Progress. A truck journey across Asia, from Singapore to China via Malaysia, Thailand and Laos identifying the drivers of progress that aligned with the brand values of Volvo Trucks (Driving Progress), picking out analogies to the product features of productivity, efficiency & uptime. Our stories demonstrated the role Volvo trucks play in people’s lives and society and how they drive progress. We wanted people to see the trucks from a new perspective as well view the progress in the region in a different way too.