Launch site on Ebay by Forsman & Bodenfors Gothenburg for Volvo

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Launch site on Ebay

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Industry Cars
Media Film, Digital, Interactive & Mobile
Market Germany
Agency Forsman & Bodenfors Gothenburg
Art Director Sophia Lindholm, Andes Eklind
Copywriter Bjorn Engstrom, Martin Ringqvist
Designer Jerry Wass
Released May 2012

Awards

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

Credits & Description

Title: LAUNCH SITE ON EBAY
Product/Service: The New Volvo FH
Creative Credits
Entrant Company: Forsman & Bodenfors, Gothenburg
Art Director: Sophia Lindholm
Forsman & Bodenfors, Gothenburg
Art Director: Andes Eklind
Forsman & Bodenfors, Gothenburg
Copywriter: Björn Engström
Forsman & Bodenfors, Gothenburg
Copywriter: Martin RIngqvist
Forsman & Bodenfors, Gothenburg
Designer: Jerry Wass
Forsman & Bodenfors, Gothenburg
Interaction Designer: Johan Wingård
Forsman & Bodenfors, Gothenburg
Writer: Eva Råberg
Forsman & Bodenfors, Gothenburg
Account Executive: Olle Victorin
Forsman & Bodenfors, Gothenburg
Production Manager: Britta Malmberg
Forsman & Bodenfors, Gothenburg
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.