Volvo Trucks’ new video campaign has already been hailed ‘best B2B video of all time.’ Jessica McGreal investigates what made this video go viral
B2B marketers across all sectors have spent substantial time wondering: ‘How can we make a viral video?’ Well, Volvo Trucks has proven that apparently with a Hollywood star, a world-class stunt and a fantastic soundtrack you can accumulate over 59,000,000 YouTube views (and counting) in a matter of weeks, with the likes of Channing Tatum uploading their own parody sketches.
The Epic Split film depicts action star Jean-Claude Van Damme performing his world-famous splits between two Volvo FM trucks as they are driven in reverse.
A showcase
While it is extremely exciting, the video still showcases the brand’s products. The video is the last instalment of this stage of the campaign and is designed to promote the launch of five new commercial trucks worldwide. The business wanted to create entertaining and informative content that would grab the attention of, not only truck drivers and fleet owners, but key industry influencers. This would then maximise interest in the new products and increase demand in local markets.
In order to do this the company worked with its Swedish agency and its film production partners, Nilsson, because of their specific expertise in creating viral videos.
The Epic Split
To add anticipation and increase awareness the brand released a teaser clip in the run up to the film’s release on 13 November. The behind-the-scenes clip shows Volvo Truck’s technician, Jan-Inge Svensson, explaining the logistics of the stunt to a slightly hesitant Jean-Claude Van Damme using two miniature toy trucks.
This short clip foreshadows the bold nature of the film. Shot in one 15-minute take at sunrise on a closed airstrip in Spain, the video showcases Volvo Dynamic Steering. The product enables two truck drivers to maintain the exact same distance and speed while travelling in reverse. This then allows Van Damme to perform one of his famous splits balancing on the trucks’ side mirrors. Director Andreas Nilsson, who has previously worked with the likes of Placebo and MGMT, makes the entire scene seem almost magical. The hazardous stunt is offset by the golden trucks, stunning sunrise and tranquil backing track, Only Time by Enya.
Similar to many big film productions, Volvo Trucks were faced with an array of logistical challenges that needed solving. Due to the dangerous nature of the stunt, the team needed to take necessary precautions. Prior to filming, the production team rehearsed the stunt for three days. Plus, the actor was hooked to safety lines not visible in the film, with each foot on a small platform built into the side mirrors.
‘Live test series’
However, this is not the first successful YouTube video for the brand. The Epic Split is the sixth instalment of the brand’s ‘Live test series’ YouTube campaign. This activity includes six stunt films, from a hamster driving a 15 tonne truck on the side of a crumbling cliff to Claes Nilsson, president of Volvo Trucks, standing on top of a suspended vehicle.
The first live test in this mini-series was released in September 2013, but this follows the success of Volvo Trucks’ first stunt video: The Ballerina Stunt which launched in August 2012. Filmed by Hollywood stunt director Peter Pedrero, the three-minute film is reminiscent of his previous work, including the action scenes in James Bond and Fast & Furious. The video shows record-holding highliner Faith Dickey cross a tightrope between two speeding trucks approaching a small tunnel. The stunt was set up to highlight the precise handling of Volvo Truck’s FH vehicle. Unlike the new viral video this short film includes behind the scenes footage showing the practicalities behind the stunt.
As part of the ‘Live test series’ campaign, Volvo’s marketing team needed to create mass awareness around the films in order to make them an online success. To do this they utilised social media and web channels, including a campaign microsite, as well as online advertising while the PR department released press kits to traditional media outlets.
Although each video has attracted a large number of views – the lowest a whopping two million – none of the videos have attracted the same buzz as the most recent release. Consequently picked up across social networks and media across the world, The Epic Split has almost overshadowed the wider campaign. But perhaps Volvo was just being clever and saving the best for last?
Viral success
It’s fair to say this is not just another B2B campaign. In order for your brand’s next marketing video to become an internet sensation a substantial investment has to be made. Volvo believes the campaign has been a very cost-effective way of reaching millions of people worldwide.
Anders Vilhelmsson, PR manager at Volvo Trucks, says: “We are very pleased that The Epic Split is now playing in the same YouTube-league as the biggest music artists in the world and is compared to the most successful online campaigns ever.
“Successful PR is all about sharing relevant content that will engage your target groups and pave the way for advertising
and sales.”
Vilhelmsson touches on an important subject: The idea brands need to appeal to their audience both emotionally and rationally. This is something B2B marketers often forget. This video is a stark reminder that emotion does have a role in B2B. The video is both emotionally evocative and practical as it highlights the product as something the buyers both want and need.
Looking ahead, the brand plans to use the success of this video as a platform for its local marketing and sales campaigns.
We can’t wait to see Volvo Truck’s next creation, although we are finding it difficult to imagine how they could top this.
