Volvo trucks 손상혁

© 2014, Internet Marketing, Professor Janghyuk Lee 22
Table of Contents
1. Company Introduction
History
Business Report
Financial Status & Recent
Brand Strategy
2. Internet Marketing Activities
3. Volvo Trucks ‘Live Test’
Key Idea 1 : Target Broadening
Key Idea 2 : Message
Key Idea 3 : Accessibility
Key Idea 4 : Parody
4. Conclusion

Company Introduction History
 Subsidiary of Volvo Group with some other truck
brands.
 The first Volvo truck rolled off the production lines
in 1928.
 Global headquarters in Gothenburg, Sweden.
And manufactures and assembles its trucks in 15
countries.
 Volvo Trucks employed about 58,542 people
around the world in 20113.
 In 2013, a total of 200,274 trucks where delivered
from the Group’s wholly-owned operations.
History Of Volvo Trucks

Company Introduction Business Report
Europe
41%
N. America
23%
S. America
13%
Asia
15%
Other Mkt.
8%
Business of Volvo and Volvo Trucks
 65% of Volvo Group`s net sales
share comes from ‘Truck’ business.
 And over 40% of net sales for truck
business occurred in Europe, 46%
from North & South America,
and15% from Asia.
 Truck business is the main part of
entire Volvo Group.
Sales Share of Volvo Group (2013)
Sales Share of Volvo Trucks (2013)

Company Introduction Financial Status & Recent
Trucks 2013 2012 2011
Net sales 178,474 189,156 19,8920
Operating
Income
6,824 12,219 18,227
SEK M
-20
-10
0
10
20
0
50
100
150
200
250
2009 2010 2011 2012 2013
SEKM
SEKbn
Net sales Operating Income
3-year figures of
Volvo Truck Business
 After the great depression of 2009,
sales and operating income increased
continuously for 2 years.
 However, figures of recent 3 years
show re-declining tendency in not
only sales but also operating income.
 Volvo Tucks started to prepare some
new strategies, including marketing
programs, for re-boost up their
business and sales.
Strategy Plans of Volvo Trucks

Company Introduction Brand Strategy
 Volvo Trucks has many various truck brands to cover all of market needs.
 From basic to premium, Volvo Trucks brand was renewed to deal with decreasing
market situation.
 As the top premium brand, ‘Volvo’ is targeted to satisfy high-end luxury customers.
Brand Strategy of Volvo Trucks

Table of Contents
History
Business Report
Brand Strategy
Key Idea 4 : Parody
4. Conclusion

Internet Marketing Activities
In fact, Volvo Trucks is now using lots of SNS to share
values and experiences of their products. However there
was not outstanding campaign through these various
pathways before.
To success renewal
brands, Volvo truck
decide to revitalize
their premium brand
unit, VOLVO
“Since September 2012 we have renewed our complete European product range and in connection
with this intense launch period we wanted to create a campaign that communicated our products
in a different way and that put focus on our technical innovation, hence the live-test campaign was
born. The idea behind the campaign is to live test certain features in our trucks in a spectacular way.”
- Marie Vassiliadis, Head of Volvo Trucks PR activities
*Buttons are directly linked to each SNS of Volvo Trucks

Table of Contents
History
Business Report
Brand Strategy
Key Idea 4 : Parody
4. Conclusion

Volvo Trucks ‘Live Test’
Series of 6 video clips with excellence of Volvo Trucks
- Specific informations but also interesting and FUN
Campaign
• Start: Aug 15, 2012 ~ Nov 13, 2013
• 6 video clips in YouTube
• Provides superiority of each part of Volvo truck
• YouTube + SNS link + Mobile accessibility

94 million views and over 334,066 shares in YouTube
(The most viewed automobile commercial on YouTube)
Results
• 94,246,526 views and over 334,066 shares (The
most popular and successful clip, ‘Live Test6’ has
almost 72 million views) on YouTube.
• ‘Live test’ series has been the subject of a huge
editorial pieces online and the video earned an
estimated media value of € 70 million.

Google Trends for BIG5 Truck Manufacturers
Volvo Truck MAN Truck DAF Truck
Scania Truck Mercedes Truck
Live Test 6
Market Share of Truck Manufacturers
In Western Europe (2012) Results
• At the peak of ‘Live Test’, which is
‘Live Test 6’, people searched ‘Volvo
Truck’ much more than other
competitors except ‘DAF truck’
• Compared to ordinary times, Volvo
Truck got a huge interest when ‘Live
Test 6’ was launched.

Key Idea 1: Target Broadening
 This new marketing campaign of Volvo
Trucks segmented and targeted their
viewers not only truck drivers or related
industries businessmen.
 Also campaign did not limit the range
of viewers to expand effect for
penetrating initial consideration set.
 With ‘Live Test’, Volvo Trucks made
images of friendly, young and high-
tech automobile providers in people`s
ICS.
“The goals with the campaign were twofold – building brand awareness among broad target groups
and pave the way for sales to our core target groups. Creating spectacular video content that can be
distributed in digital and social media is a powerful and cost effective way of reaching wide and
engage our target groups in sharing and discussing the content.”
‘Live Test’
By target broadening, Volvo Truck could put essential elements of their products in
various ways. Different from traditional marketing campaign, Volvo and ‘Live Test’ focus
on how wide and interesting they can do. So reaching as far as possible was the main
purpose and also the reason ‘Live Test’ could success.

Key Idea 2: Message
 Each of clips contains specific message from Volvo Trucks.
 Some kind of Ads with funny stuff or fancy image might loose their
original purpose, the information. However ‘Live Test’ gives consumers
what they should know about Volvo Trucks.
 Although ‘Live Test’ is funny, these end-line messages made technical
aspects of Volvo Truck still remain in viewers` mindset as a highly
developed company ‘Volvo Trucks’
Ground Clearance Stability and precision of
Volvo Dynamic Steering
Volvo Dynamic Steering
Live Test 2 – “Hamster” Live Test 5 – “The Technician” Live Test 6 – “The Epic Spilt”

Key Idea 3: Accessibility
 YouTube is the most popular and the easiest way to share video clips
these days. Users can access YouTube any time, any where through PC,
tablet or smartphone app.
 ‘Live Test’ overcame the limitation of time and space by choosing
YouTube as its sharing platform.
 Ubiquitousness of YouTube was the cost-effective and easy accessible
solution for Volvo Trucks to share their campaigns and to feedback.

Key Idea 3: Accessibility
 And as a SNS platform, YouTube is also
connected strongly with other SNS services,
such as Facebook, Google+, LinkedIn and so
on.
 Huge number of viewers were generated and
they could easily share their funny experiences
with their friends. So limited number of real
consumers for Volvo Trucks was not a
significant problem for ‘Live Test’ campaign.
 Consequentially only by the expense of
YouTube, Volvo Trucks reach potential
consumers of itself and Volvo Group.
3,049,925 FB shares
80,078 Twitter Shares
489 blog posts
Live Test 6 – “Epic Spilt”
58,832 comments
Live
Test 1
Live
Test 2
Live
Test 3
Live
Test 4
Live
Test 5
View 9,627,976 6,233,325 2,349,455 3,063,206 977,079
Share 17,065 7,233 1,880 2,058 986
71,995,485 views
304,844 shares

Key Idea 4: Parody
 The Last and the most successful clip, “Epic Spilt” was done by famous actor Jean-
Claude Van Damme, as he carries out his famous split on the side mirrors of two
reversing trucks.
 Impact of this scene was so huge that many parodies were made by lots of others, even
different industry company like Coca-Cola. ‘Live Test’ campaign could last longer than
expected because of this voluntary participation of viewers. Just like ‘Gang-nam Style’
case, parody was the main reason that ‘Live Test’ spread out fast through the internet.
The more parodies made, the more views generated.

Key Idea 4: Parody
 Basically ‘Live Test’ was planned to be enjoyed by viewers. Most of parodies and UCCs are
created because the original is fun and interesting. Technical messages were impressive,
but also funny and epic story of ‘Live Test’ encouraged online users to create parodies..
 ‘Live Test’ is the result of digging into online culture in the point of self-participation. This
insight of Volvo Trucks could lead massive reactions from online space.
http://www.youtube.com/results?search_query=the%20epic%20split&sm=3
“I can say that we are completely overwhelmed by the attention these films and our trucks have
received during this campaign. The response has been huge from media worldwide and from
our target groups, noticeable particularly in social media and throughout our global dealer network.”

Table of Contents
History
Business Report
Brand Strategy
Key Idea 4 : Parody
4. Conclusion

Conclusion &
Internet Marketing is a opportunity for
non-consumer p. goods company to
keep in touch with their customers.
But without efforts after successful
case, company cannot maintain its
short-term market influence power.
 After the campaign, Volvo Trucks’
search share goes back to the
past.(②) And response from SNS
stays in stable stage without drastic
changes like before.(①, ③)
 Rising quests for Volvo Trucks are
how to keep their brand image in
customer` ICS, and how to capture
value continuously from customer and
market by this proved internet
marketing tools they already have.
①
②
③
Volvo Trucks need continuity

Reference
 Related URL
 http://www.statista.com/
 http://www.volvogroup.com/
 http://gr8marketingideas.com/2014/01/15/appeal-to-the-masses-reach-your-
core-volvo-trucks-on-live-test-viral-success/
 http://en.wikipedia.org/wiki/Volvo_Trucks
 Video, image, etc
 http://www.youtube.com
 http://www.volvotrucks.com/

Campaign Performance Measurement
 Search
 Google
 Google trends
 http://trend.naver.com
 http://viralvideochart.unrulymedia.com/
 Twitter
 www.topsy.com

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