Volvo Penta

Do you associate a big green industrial engine with warmth, engagement, entertainment and emotions? Not really! However, after a glance at the Mighty Jobs campaign maybe you’ll have a change of heart?

The challenge

Swedish engine manufacturer Volvo Penta has been around for over a century with a vast established heritage for quality and innovation in the boating industry. Well, that’s great, or is it?

For the boating side of the business, yes, however their equally important and major industrial engine range needed a boost to even out the attention. So, how do you take a well-established brand and re-focus a part of their brand awareness?

The solution

What makes our world go around? People. So why not celebrate them?

People who perform jobs that are oh-so important but often forgotten. With people as our core, we created an online video series called “Mighty Jobs”.

Celebrating people, we managed to put some well-deserved attention on not only their jobs but also on the machines powered by Volvo Penta engines performing those oh-so important jobs all over our world.

Selection of Mighty Jobs episodes

Harvesting success with Volvo Penta power

Powering a ferocious fire fighter

Power to crush

The results

By combining small pinpointed target audiences with broader interest groups, Spoon has achieved a strong combination of high reach and engagement on the content for Mighty Jobs.

Across all platforms, the main video content has racked up over 35 million views, with a total watch time of 14 million minutes. A further testament to the success of the films are the 570,000 reactions, comments and shares on the Facebook posts for the videos.

During the campaign period Volvo Penta has also increased the visitors to its industrial off-road website by 98 percent.

Mighty Jobs won gold in the 2019 Swedish Content Awards for best content in the automotive category.

35
views

14

minutes watched

570

Reactions, comments and shares on Facebook posts.

214

Increase in LinkedIn and Facebook followers since the first Mighty Jobs episode.

98

Increase in visitors to Volvo Penta's industrial off-road website.

It’s amazing that the Mighty Jobs campaign wins first place in the prestigious Swedish Content Awards. To highlight people who operate various applications in different environments like farming, forestry, mining, airports and harbours, and the result of their work, is a successful recipe to strengthen our industrial business and our engines that make up the heart of these machines.

Ann ParmarPR & Communication Industrial Brand, Communication & Marketing, Volvo Penta

By putting people in focus rather than the machines, Spoon created stories that engage and affect the audience. The winner found a way to communicate with new horsepower that drives the business. Mighty good job, Volvo Penta.

Jury's motivationSwedish Content Awards

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