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TV/Cinema/Online Film
Branded Content

Silver Winner

Entrant: Forsman & Bodenfors, Gothenburg

The New Volvo
"Live Test Series"

Corporate Name of Client: Volvo Trucks
Client Supervisor: Lars Terling
Agency Account Supervisors: Cilla Pegelow/Olle Victorin
Account Manager: Britta Malmberg
Planner: Tobias Nordström
Agency: Forsman & Bodenfors, Gothenburg
Copywriters: Martin Ringqvist/Björn Engström
Art Directors: Anders Eklind/Sophia Lindholm
Agency Producer: Alexander Blidner
Production Companies: Smuggler, London/Folke Film, Stockholm
Directors: Henry Alex Rubin/Andreas Nilsson/Jamie Rafn
Producers: Ray Leakey/Joi Persson
Directors of Photography: Stéphane Fontaine/Ed Wild/Jonas Malm/
    Edu Grau
Post-Production Companies: The Mill, London/Swiss, Stockholm
Editing Facility: Marshall Street Editors, London
Editors: Spencer Ferszt/Peter Brandt
Sound Design Companies: 750MPH, London/Plop, Stockholm
Music Production Company: Adelphoi, London
Music Composers: Roma Ryan/Nicky Ryan/Eithne Ni Bhraonain
Music Performed By: Wooly Bully by Sam The Sham & Pharaohs/
    Only Time by Enya
Designer: Jerry Wass
Digital Producers: Peter Gaudiano/Niklas Lindström

Description of the Project:
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.