Volvo Trucks Live Tests Series

Background

The trucking business was a traditional B2B environment so it was a big challenge to create a radically new communication approach for Volvo trucks.

Not only was the target audience conservative but it was scattered and hard to reach.

The insight was that there are many influencers on the purchaser of a new truck. Drivers, friends and family, for instance. And journalists in the trade press.

The plan was to reach buyers through those around them, embracing the new media landscape in order to do so.