Forsman & Bodenfors ‘Live Test Series’ campaign for Volvo Trucks won big at the ADC 93rd Annual Awards, taking home seven gold awards, two silver awards, four bronze awards and a prestigious Black Cube. Last given in 2011, the Black Cube is the competition’s Grand Prix title, and is only given when the jury is unanimous.
Forsman & Bodenfors was also named Advertising Agency and Interactive Agency of the Year, while Volvo Trucks was named Client of the Year.
Released exclusively on YouTube, the ‘Live Test Series’ campaign includes
The Ballerina Stunt, The Hook, The Technician, The Hamster Stunt, The Chase and The Epic Split.
The Epic Split featured Hollywood action star Jean-Claude Van Damme performing one of his world-famous splits between two Volvo FM trucks as they are driven in reverse. The video, which ranked the sixth top trending video in YouTube in the Philippines in 2013, was meant to demonstrate the directional stability of Volvo Dynamic Steering.
According to data from Volvo Trucks, the videos garnered over 100 million views and 8 million shares on YouTube. What particularly impressed the ADC jury was that the campaign succeeded in reaching a wide audience, according to Volvo Trucks. “For us it is a great honour because it means that the Art Directors Club, which represents some of the world’s foremost experts in advertising, regards Volvo Trucks’ marketing as the best in the world,” Per Nilsson, Director Public Relations at Volvo Trucks said.
“When surveyed, nearly half of the truck buyers who have seen the live test films indicate that they would be more likely to choose a Volvo the next time they buy a new truck. For us this is another strong sign that the campaign has been successful,” said Per Nilsson.
