Volvo Trucks vs. Koenigsegg was not just a great race. It was a great content marketing campaign.
What was the project about?
In 2014, Volvo Trucks launched a world first innovation – a dual clutch gearbox for heavy-duty trucks called I-Shift Dual Clutch. As it’s based on sports car technology, the gearbox was launched with the tagline “under the hood it’s a sports car”.
However, such a bold statement also needed to be properly verified. So following in the noble journalistic tradition of showing instead of telling, we came up with the idea of an all-new race concept.
In a unique collaboration with Koenigsegg – one of the most exclusive car brands in the world – the film “Volvo Trucks vs. Koenigsegg” was made. It stars Tiff Needell, former racing driver and well-known motor journalist.
The storyline and entertaining manner of the film appeals to the campaign’s key target group – the trucking and automotive community – while at the same time giving Volvo Trucks an eligible reason to talk more about their gearbox.
A thorough social media distribution plan was constructed, consisting of over 70 pre-planned posts. These were dispatched every day throughout the 20-day campaign period, starting 10 days before the film was published, in order to build momentum.
The main event here was a teaser that was released on Facebook and YouTube one week before the film premiere. It generated hundreds and thousands of views as interest reached fever pitch, while automotive sites all around the world wrote about the upcoming race challenge.
It turned out to be a lucrative recipe. One week after the film was published, it had been viewed over a million times. But of course the success wasn’t just thanks to the film’s exciting storyline. It was also supported by a substantial press package consisting of images, two press releases and two behind-the-scenes films (one featuring information about the race campaign and the other following Tiff Needell’s experience during the film shoot.)
This also laid the foundation for the great coverage that the main film subsequently received. Following up on the teaser, every major automotive sight worldwide published the story – in total it generated 412 headlines in 35 different countries. The engagement on social media was huge and Koenigsegg also joined in on the distribution. All in all, it was not just a great race. It was a great campaign.