The document discusses Volvo's use of YouTube videos to market its trucks. In 2013, Volvo uploaded a video called "Epic Split" featuring Jean-Claude Van Damme that received over 76 million views. In 2014, Volvo launched an advertising campaign called "Under the Hood it's a Sports Car" with two videos, one featuring a prank and the other a race between a Volvo truck and a supercar. Both campaigns succeeded in raising awareness of Volvo trucks and building a sense of pride and identity amongst truck owners.
3. Summary
• U.S. Economy is recovering
• 3.2 mil truck drivers (90% owner-operators)
• 68% of all goods in U.S. delivered by Semi’s
• Volvo holds 12.2% market share in the U.S. & Canada
• 2% increase over six years
• 4th, behind three American Companies
• European Brand
• Known for quality and fuel efficiency
5. Martial Art Madness
In 2013 Volvo wanted to market their new steering system
Swedish independent agency Forsman & Bodenfors came up
with a short video called the “Epic Split”
Included martial arts professional Jean-Claude Van Damme and
two Volvo semi trucks
Originally the video was not meant for Social Media use
It was uploaded on YouTube so enthusiasts of the brand can take
a look at it
https://www.youtube.com/watch?v=M7FIvfx5J10
6. “Under the hood it’s a sports car”
Part One
In 2014 Volvo decide to market it’s new line of double clutch
semi trucks the same way exotic
cars are advertised
Part One: The Casino
Hidden camera prank on
the Italian Riviera
https://www.youtube.com
/watch?v=NpoBwFD1D5k
7. “Under the hood it’s a sports car”
Part Two
Part Two: Volvo Trucks vs Koenigsegg
A race between a Volvo semi driven by TV star and former racing
driver Tiff Needelland going against the world’s fastest car
https://www.youtube.com/watch?v=PlFiKo64kQw
9. Summary 2013
“Epic Split” Champaign
The most viewed automotive commercial
The ad won the Best in Show prize at the New York Festivals
International Advertising Awards.
76,242,000 as of this week
60 views million overnight, when it was first launched in
November
6 million shares
An earned media value of $109 million
10. Summary 2014
“Under the hood it’s a sports car” Champaign
The Casino: Directed by Academy Award nominated director
Henry-Alex Rubin
3 million views in 1 month
The Race: The ultimate challenge Semi vs. Super Sport
1 million view in a week
12. Summary
• Both campaigns aimed and succeeded at
• Having a Wow-Factor
• Raised the bar in B2B marketing by using innovation and
creativity
• Building Identity Value amongst truck drivers and their families
• CEB research showed that Identity Value has almost twice the impact
of business value on a broad range of commercial objectives including
willingness to purchase and willingness to pay a premium
• Promoting longer shifts and increase in safety
• Building of pride in existing owners, reinforced through positive
social feedback
• Creating brand awareness, based quality products
13. Work Sited
Grow, A. (2014, July 25). Social Media: Why it Works – Volvo Defies the Limits with YouTube Video.
Retrieved November 21, 2014, from
http://www.newsgeneration.com/2014/07/25/youtube-video-defies-limits/
Schmidt, K. (n.d.). What does going viral get you in B2B marketing? - The Customer
Edge. Retrieved November 21, 2014, from https://www.custedge.com/what-does-
going-viral-get-you-in-b2b-marketing/
Volvo Trucks - The Casino. (2014, September 24). Retrieved November 21, 2014, from
https://www.youtube.com/watch?v=NpoBwFD1D5k
Volvo Trucks - The Epic Split feat. Van Damme (Live Test 6). (2013, November 13).
Retrieved November 21, 2014, from
https://www.youtube.com/watch?v=M7FIvfx5J10
Volvo Trucks - Volvo Trucks vs Koenigsegg: A race between a Volvo FH and a
Koenigsegg One:1. (2014, November 10). Retrieved November 21, 2014, from
https://www.youtube.com/watch?v=PlFiKo64kQw
