Results and Effectiveness

Broadcast: SG$1.5 media value, reaching 70M+ people Total social actions (views + likes + comments + shares): 1.2M (878K views); 37% being ‘earned media’. SG$580K PR value across targeted trade publications and the marketing press 150K+ people visited the campaign microsite ‘Media ROI’ of coverage and PR value: 2.8:1 ROI We cannot disclose sales, but order values are 30% up on the target . This delivers more than 10:1 ROI on profitability

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 YouTube and YouKu (China). These films were enhanced with epic 360 photographs taken from the truck’s journey that showed new perspectives of progress in the region. All the content was housed on a campaign website to explore our journey and have the features and benefits of the trucks brought to life using the same 360 degree photography. We encouraged people to watch and share the content with a competition to journey back to Singapore for an all-expenses trip. The media distribution balanced reach and awareness with a targeted PR plan seeding to a more specific truck-interested audience. We focused on quality reach with lower frequency; so it ran from May to end of June 2014.

Insights, Strategy and the Idea

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.