Volvo Trucks Plays to Win with Super Bowl Promotion
27 October 1997
Volvo Trucks Plays to Win with Super Bowl Promotion
Volvo Trucks' Super Bowl commercial marks a first for the heavy-truck industry
GREENSBORO, N.C., Oct. 27 -- When it comes to high-impact
advertising, nothing beats the Super Bowl. Just ask the millions of viewers
who tune in each year to watch the latest spots from companies like Nike, Visa
and Pepsi. But, this year, things will be different. Volvo Trucks North
America, Inc., a manufacturer of commercial vehicles, will showcase its new
product offering by airing a 30-second spot during the big game. The
commercial will make Volvo Trucks the first heavy-duty truck manufacturer, and
one of only a handful of business-to-business companies, ever to advertise
during the Super Bowl.
According to Marc Gustafson, president and CEO, Volvo Trucks North
America, the company is advertising during the Super Bowl to raise awareness
of its new series of heavy trucks, and to kick off its 1998 advertising
campaign. The commercial is the centerpiece of a $2.7 million promotion, the
largest in the history of North American trucking.
"By advertising in the Super Bowl, Volvo Trucks is saying -- in a very big
way -- that we have come to win. Right now, we're winning with quality; just
ask the customers who ordered 13,000 new VN Series trucks within the past
year. Now it's time to let the rest of the industry know about the new
Volvo," said Gustafson. Introduced last year as Volvo Trucks' premium models,
the VN Series has received rave reviews from industry experts and drivers.
Volvo Trucks, a subsidiary of AB Volvo, manufactures Class 8 trucks in
Dublin, Va. Class 8 trucks, such as the Volvo 770, are commercial vehicles
commonly referred to as 18-wheelers (the truck pulls a trailer in a
tractor-trailer combination). Other Volvo companies based in North America
manufacture and market Volvo cars, construction equipment, luxury motor
coaches, aircraft engine components and marine engine power systems.
According to Mike Delaney, vice president of marketing for Volvo Trucks,
the challenge for Volvo Trucks today is to increase awareness of the company's
new vehicles.
"We quietly invested more than $500 million to develop the new Volvo VN
Series, as well as supporting services," said Delaney. "We feel it's time to
share our secret in a bold way.
"We looked for high-impact venues that would reach the nine million people
employed in the trucking industry, many of whom are on the road," Delaney
added. "In the end, we relied on our research."
According to Volvo Trucks, football and the trucking industry are closely
related. "Research supports the fact that trucking professionals enjoy the
Super Bowl," said Jim Lesinski, Volvo Trucks' director of marketing
communications and research. "In fact, a recent study revealed that more
trucking professionals watch the Super Bowl than any other single televised
sporting event."
Lesinski added: "We considered a number of alternatives to the launch of
our new advertising campaign. The challenge from a communications perspective
is that our target audience is both large and highly mobile. The Super Bowl
addresses both issues. In short, when the Super Bowl is on, the trucking
industry stops to watch."
The benefits of advertising during the Super Bowl extend beyond Volvo
Trucks' primary audience -- truck drivers and truck owners. The company will
reach more than 135 million people, most of whom are already aware of Volvo's
commitment to passenger car safety.
"We also want to let consumers know that Volvo is a transportation company
dedicated to advancing highway safety for everyone who shares the road. As a
result of this initiative, when people think 'Volvo,' we expect many of them
to think 'safe trucks' too," said Lesinski.
In keeping with the tradition of the Super Bowl, the company will not
reveal the nature of the commercial at this time. "Let's just say it will
capture the minds of trucking professionals and consumers alike. It will be
fun," added Delaney.
"Best Drive in the Game"
Volvo Trucks will help to ensure that truckers across the United States
and Canada tune into its spot by sponsoring the "Best Drive in the Game"
sweepstakes. The sweepstakes is centered around a "watch-to-win" contest.
For most viewers, Volvo Trucks Super Bowl commercial will appear similar
to other spots airing during the game. But to truckers who enter the contest,
it will be viewed as a chance to win a $120,000 Volvo 770 highway tractor.
The promotion will award as many as two dozen laptop computers to those lucky
Commercial Driver's License (CDL) holders who qualify for the grand prize. In
all, prizes to be awarded are valued at approximately $200,000.
The "Best Drive in the Game" promotion also includes the Volvo 770 Test
Drive Tour, featuring six Volvo 770 highway tractors traveling to 30 cities in
45 days, and Super Bowl Parties at selected Flying J Travel Plazas. The
promotion will support the introduction of Volvo Trucks' new brand advertising
campaign and give trucking professionals the opportunity to experience the new
Volvo 770 firsthand at truckstop locations across the country.
The "Best Drive in the Game" sweepstakes is open to all Class A CDL
holders who are legal residents of the United States (18 years of age or
older) or Canada (19 years of age or older), excluding Quebec.
There are six ways to enter the "Best Drive in the Game" sweepstakes
between now and Jan. 5, 1998. Participants can call 1-888-WIN-A770 or pick up
entry forms at Volvo truck dealerships, Flying J and other participating
travel plazas. Entry forms also can be found in selected trucking industry
publications.
In addition, contestants can enter by visiting the Volvo 770 Test Drive
Tour. Or, beginning Nov. 1, 1997, those with Internet access can visit
Volvo's newly re-designed web site at http://www.volvotrucks.volvo.com and enter
electronically.
All contestants will receive a "Best Drive in the Game" card featuring a
Volvo phrase. To win, the phrase on a participant's game card must match the
message revealed during the Volvo Trucks Super Bowl commercial. Winning game
cards will be verified upon receipt, and prizes will be awarded in March 1998.
The Ultimate Pay Off
The grand-prize Volvo 770 will be completely outfitted to suit the
lifestyle of today's progressive drivers. The truck will feature many of the
amenities of home, including sleeping accommodations for two, a PC work
station, an entertainment center, and even a kitchen sink. The interior is
spacious. The living quarters are approximately six-and-one-half feet deep,
eight-feet wide, and eight-feet high. The grand-prize truck will be equipped
with a premium, nine-speaker audio system including a CD changer, a
refrigerator/freezer and plush upper and lower bunks. Drivers also will be
comfortable and safe with heated leather seats, power windows, door locks, and
mirrors.
Qualifying winners will receive an all-expenses-paid trip for two to the
Mid-America Trucking Show (the trucking industry's biggest trade show) in
March, where the grand-prize winner of the Volvo 770 will be determined. Up
to 24 grand-prize qualifiers will receive a laptop computer complete with
transportation productivity software.
Take It for a Spin
The "Best Drive in the Game" promotion also includes the Volvo 770 Test
Drive Tour, featuring six Volvo tractor-trailer combinations traveling
throughout the United States. The tour gives trucking professionals the
chance to experience firsthand the features and benefits of the new Volvo 770.
"Test drives are the ideal way for customers to make sure they're making
the right purchase decision. However, because it's difficult for drivers to
break away for a test drive, we're bringing the trucks to them," said Delaney.
The tour began in late October and runs through mid-December. One team of
three Volvo 770s with matching trailers will tour western states, while
another three-truck caravan will tour eastern states.
Volvo Trucks North America manufactures Class 8 trucks and tractors. The
company leads the heavy-truck industry in the areas of safety research and
development, quality manufacturing processes and environmental care. Volvo
Trucks also markets heavy-duty diesel engines, transmissions and rear
suspensions. Headquartered in Greensboro, N.C., the company is a subsidiary
of AB Volvo.
SOURCE Volvo Trucks North America
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