LOOK WHO'S DRIVING

Short List
ClientVOLVO TRUCKS
Category A03. Online: Fiction & Non-Fiction
TitleLOOK WHO'S DRIVING
Product/ServiceTRUCKS
Entrant FORSMAN & BODENFORS Gothenburg, SWEDEN
Idea Creation FORSMAN & BODENFORS Gothenburg, SWEDEN
Media Placement BE ON Copenhagen, DENMARK
PR BE ON Copenhagen, DENMARK
Production NEW LAND Stockholm, SWEDEN
Credits
Name Company Position
Olle Victorin FORSMAN & BODENFORS Senior Account Director
Cilla Pegelow FORSMAN & BODENFORS Account Director
Anneli Kjellander, Britta Malmberg FORSMAN & BODENFORS Account Manager
Sophia Lindholm, Kim Cramer, Anders Eklind FORSMAN & BODENFORS Art Director
Björn Engström FORSMAN & BODENFORS Copywriter
Jerry Wass FORSMAN & BODENFORS DESIGNER
Tobias Nordström FORSMAN & BODENFORS PLANNER
Alexander Blidner, Peter Gaudiano FORSMAN & BODENFORS Agency Producer, Film/Agency Producer, Digital
Sophie Tamm Christensen New Land PRODUCER
Sophie Tamm Christensen New Land PRODUCER
Erik Torell New Land Executive Producer
SWISS SWISS Postproduction
Robin Aron Olsson FREELANCE Stills Photographer
Client lead: Carl Dyrssen Publishing and international PR: Jenny Canborn Media Partner: Be On / AOL Platforms Media Partner: Be On / AOL Platforms
Charles Brisgand & Leo Berne Megaforce DIRECTOR
Cobrastyle, Teddybears Cobrastyle, Teddybears MUSIC
Nicolas Larrouquere FREELANCE EDITOR
Kouz Production FREELANCE SOUND

The Campaign

What could be the toughest possible test for the Volvo FMX? The idea was to put the truck in the hands of a little child. Four-year-old Sophie got to drive it with a remote control – for real. And to challenge the truck, we filled a construction site with all sorts of obstacles. This live test was set up to demonstrate the sturdiness and mobility of the Volvo FMX. A extremely strong cage construction, cast-iron front corners and skid plate of high-grade steel make this a very tough truck. And thanks to Automatic Traction Control – a revolutionary new feature that automatically engages the front axle when need ed – the truck won’t get stuck.

Creative Execution

• The film was published on Volvo Trucks YouTube channel and Facebook page the 3rd of December 2015. • The film and a press kit was also available for editorial publishing globally. • The demo film was at published on YouTube and Facebook at the same time.

• 11,5 million on YouTube • 5,4 million views on Facebook • 9 million views on other platsforms, e.g. online media’s own players • 890 editorial pieces published - 37% within automotive and trucking • Editorial PR coverage in 53 markets globally • 1,9 billion Opportunities Too See

The communication strategy for Volvo Trucks Live Tests is to be part of pop culture and entertainment on YouTube and in social media. Which means that it got to be very entertaining and sharable for a broader audience, but in the same time highly relevant for the core target group – truck buyers and drivers.

Without a traditional media budget, the campaign had to rely on YouTube and social media. Which means that it got to be entertaining and sharable for a broader audience, but in the same time highly relevant for the core target group – truck buyers and drivers. We also linked it to a demo film of the features in "Look Who’s Driving", explaining in detail how the truck is designed to handle rough treatment. The aim was also to get a broad media coverage, with a special focus on automotive and trucking press online.