Volvo Trucks: Live test series

Forsman & Bodenfors

What were the objectives for the creative work?

Commercial objectives: Increase the market share of Volvo Truck through an increase of sales.

Marketing objectives: Launch a series of five new Volvo Truck models.

Communication objectives: Maximize awareness of Volvo Trucks and the new range of trucks.

Increase consideration for Volvo Trucks among the core target group.

Get the core target group to take action, for example, visit the website or contact a dealer.

High level statements on core brand values:

  • A truck brand I really would like to own.
  • A truck brand that is leading in safety.
  • A truck brand that cares about the environment
  • A truck brand that cares about the customers.
  • A modern truck brand.
  • An innovative truck brand.

What was the strategy behind the creative work?