Delivering a new truck and brand message to Volvo Trucks’ audience

Established in 1928 in Gothenburg, Sweden, Volvo Trucks began as its own entity within Volvo until the company was reorganized in 2012. Looking to translate the brand’s key messaging to a new audience, Volvo Trucks turned to Valtech for an omnichannel campaign that would wow their audience with the launch of their new truck, the Volvo VHD. 

Volvo Trucks has built a reputation for long-haul efficiency and cutting-edge innovation. While that’s a strong basis for any marketing message, the VHD is a very different kind of truck and therefore needed a different message and type of messaging to convey what makes it special. The VHD is a working truck, designed for an audience that cares less about sleek design and more about getting the job done day-in and day-out. We knew that to be successful, this campaign had to focus on the core aspects of the new VHD - advanced technology combined with a vehicle that could meet the grueling demands of the toughest jobs. 

Collaborating with Volvo’s preferred video team, we developed a series of video and creative pieces that reinforced the toughness of the Volvo VHD brand while highlighting how its incorporation of new technologies helps improve performance. This campaign included website updates, pre- and post-production video, social media strategy, content marketing, and paid digital media channels. 

To ensure our creative would resonate with VHD’s target audience, we conducted a series of research and insight initiatives. We used these findings to form a 360º understanding of the ideal VHD customer. 

From rich-media digital banners to traditional print, we carried our core creative messaging across a myriad of placements to reach our target audience on the media that matters most to them. We designed each piece to reflect the overarching look-and-feel of our campaign. The result was a cohesive, omnichannel experience that reinforced our key campaign messaging. 

Our work resulted in an omnichannel effort that reinforced our key messaging across several digital touchpoints to drive awareness of the new VHD and increase global order volume. Key metrics include: 

• 9.5 million ad impressions 

• 1.3 million video views 

• 25k paid social ad engagement