Volvo Case study LAUNCH SITE ON EBAY by Forsman & Bodenfors Gothenburg

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LAUNCH SITE ON EBAY

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Industry Cars
Media Case study
Market Sweden
Agency Forsman & Bodenfors Gothenburg
Art Director Staffan Lamm, Sophia Lindholm, Anders Eklind
Copywriter Bjorn Engstrom, Martin Ringqvist
Designer Jerry Wass
Account Supervisor Cilla Glenberg
Released May 2013

Awards

Cannes Lions 2013
Media Lions Product & Service; Cars & Automotive Services Bronze

Credits & Description

Type of entry: Product & Service
Category: Cars & Automotive Services
Advertiser: VOLVO GROUP SWEDEN
Product/Service: THE NEW VOLVO FH
Agency: FORSMAN & BODENFORS Gothenburg, SWEDEN

Copywriter: Martin Ringqvist (Forsman Bodenfors)
Copywriter: Björn Engström
 (Forsman Bodenfors)
Art Director: Sophia Lindholm (Forsman Bodenfors)
Art Director: Anders Eklind (Forsman Bodenfors)
Agency Producer: Alexander Blidner (Forsman Bodenfors)
Agency Producer: Lina Strandang (Forsman Bodenfors)
Web Producer: Peter Gaudiano (Forsman Bodenfors)
Designer: Jerry Wass (Forsman Bodenfors)
Interaction Designer/Information Architect: Johan Wingård (Forsman Bodenfors)
Advertiser's Manager: Jenny Edwardsson (Forsman Bodenfors)
Advertiser's Manager: Britta Malmberg (Forsman Bodenfors)
Advertiser's Manager: Alison Arnold (Forsman Bodenfors)
Art Director: Staffan Lamm (Forsman Bodenfors)
Account Supervisor: Cilla Glenberg (Forsman Bodenfors)
Account Executive: Olle Victorin (Forsman Bodenfors)
Writer: Eva Råberg (Forsman Bodenfors)
Writer: Simon Coe (Forsman Bodenfors)
Web Producer: Stefan Thomson (Forsman Bodenfors)



Results and Effectiveness


The use of eBay as a launch platform became big news in the trucking industry. And in business media. Within ten days the truck was sold for way over the market price. But more importantly: We got 170 000 visitors to interact with the new truck - on their home turf.



Creative Execution


To be able to do this, Volvo auctioned the very first truck with the starting bid of one Euro. With no reserve. This was the very first time anyone used a standard eBay ad as a platform for a complete launch site. It was based on a Top ten news story format with a multitude of films and interactive modules. All major improvements of the new truck were covered. We also held hundreds of smaller auctions to help people find their way to the big one.



Insights, Strategy and the Idea


Truck drivers and operators are really hard to reach. Especially without buying any media. We know for sure that they aren ́t tweeting or pinning pictures of spare tires on Pinterest. But they are interested in cars and are always looking for spare parts on eBay. So that ́s where we decided to launch the brand new Volvo FH.