With a very limited global media budget, we needed to launch 5 new trucks on a global market while expressing unseen aspects of the Volvo Trucks brand. The target audience is a diverse group of purchasers. Mostly, these purchasers are not the people using the trucks and so they seek help and advice from a wide network of contacts: drivers, colleagues, workshop acquaintances, financial advisors, competitors, customers, friends and even family members. So no matter how small the core target audience looks on paper, we saw no option but to go wide in order to penetrate the vast number of people involved. Without a significant global media budget, we decided to embrace the new media landscape and use You Tube as our main channel. The creative idea was to carry out extreme tests of relevant product features, in a live set up where the outcome could never be guaranteed. In this way we could thrill and engage the widest possible audience while still providing a valid demonstration of the new truck. If our live test films could evoke enough interest, then we might be able to get all the way through to the purchasers.