How do you create buzz on a new truck model? As Volvo Trucks launches the 700hp FH16 - the world's strongest truck - the company's marketing strategists are reaching out to new target groups through new communication channels.
"We've succeeded in reaching visitors who would not normally visit our website and got them to spread the news themselves," says Niclas Hermansson, communication strategist for digital media at Volvo Trucks. "We created an entirely separate site called www.strongesttruck.comwhere you can compete with other visitors and download films, pictures and music. We want to offer a fun, interactive holistic experience of the world's most powerful truck."
10,000 visitors a day
The site, which is available in six languages, already has about 10,000 unique visitors every day - and that's without Volvo having invested a single 'bean' in buying advertising. Blogs and chat rooms have also written a lot about the new truck and the specially designed game that can be found on the website. The game requires speed, safety and precision and every two weeks a new winner is announced when he or she will receive a prize of an exclusive leather jacket from Volvo's own FH16 merchandise collection.
Visitors make their own versions
"Many visitors also download films, pictures and music from the site. By giving visitors the opportunity to be creative and to design their own versions of the material we provide, we promote involvement, participation and promote further distribution of the material. Some enthusiasts have even made their own film about the competition and placed it on YouTube !" adds Niclas Hermansson.
Important to reach a wide audience
So why is Volvo Trucks focusing on reaching out to more than just truck customers and drivers? "As society changes, so too must we adapt our communication to suit. By embracing new ways of communicating, we can create interest in both our products and our brand, not just among the already converted, but also among the next generation's drivers, mechanics, customers, employees and others," explains Niclas.