Volvo Trucks
Volvo FH Aero Launch
The assignment was to launch the new Volvo Aero through a digital reveal in a new, unexpected way.
However, since every truck launch in the past decade has more or less had the same structure and contents, we needed to think differently and move away from the traditional long launch speeches before anyone got to see the truck. Become more relevant for the digital native truckers of today.
The idea was to use the letters of the name Aero to create online attention and engagement in the launch. And reveal the truck in record time — under one minute. The letters was all connected to aerodynamics in some way, and all featured hidden clues on what was to be released using reflections of the shiny surface.
The campaign was launched on Volvo’s channels two weeks before the reveal. By releasing one letter at a time, we created a massive engagement in the comments sections, where people guessed the meaning of each letter.
On launch day, the film revealed not only one truck but a whole family. The Volvo Aero range.
The launch gained a massive engagement among the target groups in all markets, and was very appreciated both among drivers and media. As each letter was release, online comments and rumors spiked accross social channels, speculating in what the launch would contain.
The music was created together with Jonas Quant, 3D assets was created by Rapid Images, footage was shot by Stark film. I was in charge of the creative direction, but also worked on both the music, editing and grade. Probably my shortest copy line written in my career – a campaign all done in four letters.
Together with my team, we also handled both press and customer event, where we utilized the newly built World of Volvo as a base to cater for hundreds of visiting Volvo resellers over a period of two months. Everything from creative ideas to execution of assets was tailored to tell the story of aerodynamics. Invitations, lanyards, beach flags, films, imagery and even full-size acrylic letters where we displayed the same reflections as in the films. Some random images below.
2024-01-29