Volvo Trucks Returns to the Super Bowl
24 November 1998
|
GREENSBORO, N.C.--Nov. 23, 1998--All bets are on that Volvo Trucks North America Inc. will score big again when it produces its second television commercial for one of the most watched sporting events in the world -- the Super Bowl. The new 30-second spot will air during the first quarter of the 1999 Super Bowl broadcast.
Volvo Trucks, a leading manufacturer of 18-wheelers, is heading back to the game to build on the momentum and success of its 1998 television commercial. Having earned the unofficial rights to the Cinderella story of Super Bowl XXXII, Volvo Trucks has won acclaim from industry insiders and consumers alike for its innovative approach to marketing big rigs.
This coming January, Volvo Trucks aims to keep up the momentum with an even bigger investment. On top of the approximate $1.3 million that the FOX television network is charging for 30 seconds of airtime and the $500,000 for production of the spot, Volvo Trucks is putting an additional $1 million behind a North American-wide sweepstakes geared to truck drivers. The grand prize: one truck driver will win a Volvo big rig.
"While the Super Bowl is known worldwide as the best venue to reach a large share of North American consumers, it also just happens to be the best vehicle for reaching our customers -- truck drivers and owners," said Marc F. Gustafson, president and CEO of Volvo Trucks North America. "We knew the Super Bowl would pay off big this year y and it did. That's exactly why we'll be back next year with a new commercial."
If awareness leads to consideration and ultimately sales, then Volvo Trucks' decision to advertise in the 1998 Super Bowl was absolutely on target. Ranked by USA Today (Jan. 26, 1998) as the top commercial in the business-to-business and automotive categories, the commercial proved to be a catalyst in generating strong brand momentum for Volvo Trucks.
The company's sales have skyrocketed since the commercial aired. Compared to the previous year, Volvo Trucks' 1998 sales are expected to grow by 34 percent to 30,000 units -- outpacing the industry's projected growth rate of 15 percent. In addition to setting a company record for unit sales this year, it also expects 1998 to be its most profitable year ever.
The Stakes
At first glance, Volvo Trucks' investment for the 1998 Super Bowl appeared extravagant to some industry observers. But rather than relying on the age-old approach to marketing, Volvo was ready to shake things up in the heavy-truck industry.
In fall 1997, Volvo -- the big semi-trucks, not the cars -- was ranked sixth in an industry traditionally dominated by names such as Freightliner, Navistar and Kenworth. With the introduction of the premium Volvo 770, which is kind of a Cadillac RV with 18 wheels, the time had come for action.
The big bet: Plunk down $2.7 million on a Super Bowl promotion, of which $1.3 million would be spent on a fourth-quarter commercial during the 1998 Super Bowl.
To raise the stakes even higher, the commercial was the first of its kind for the heavy-truck industry, and Volvo Trucks would be one of the few business-to-business companies to ever advertise during the game. While some saw the decision as a gamble, Volvo Trucks' vice president of marketing, Mike Delaney, saw it as an educated move. "We were confident that our research would prove correct," he said.
And it did. Because unlike some advertisers, who only hope that the Super Bowl is the answer to their marketing efforts, Volvo Trucks did its homework. Searching for a venue to introduce the Volvo 770, its research team, led by Jim Lesinski, director of marketing communications and research, came across a startling bit of information.
Volvo Trucks discovered that the Super Bowl is the one televised sporting event, more so than any other, for which truck drivers will pull off the road to watch. It was a bit of insight that no other truck manufacturer had discovered and one the company decided to leverage. As the 1998 Super Bowl grew closer, Volvo projected that one million truck drivers, or about one in three on North America's roadways, would remember seeing its commercial.
The Payoff
Thanks to the Packers and Broncos, who kept the game close through the fourth quarter, the results were better than anticipated. According to Volvo Trucks' post-game research, the spot was recalled by 1.4 million truck drivers in North America, and the company's web site was bombarded with more than 37,000 hits -- an all-time high for one day.
"Immediately following the commercial, truckers couldn't wait to climb inside the Volvo 770s we had at 40 truckstops," said Delaney. "When I saw a line of drivers waiting to see the trucks at 11:30 that night, I knew we'd nailed it."
"The commercial clearly accelerated our marketing efforts and significantly increased recognition of the Volvo brand," said Lesinski. "We've learned from last year how effective a commercial on the Super Bowl can be, especially for reaching truckers."
As sales continue to increase, there's little doubt about why Volvo Trucks is returning to the Super Bowl with a new commercial and a larger promotional effort.
"At Volvo Trucks, we play to win," said Gustafson. "To reach our goal of being number one in the heavy-truck industry, we will use innovative approaches to let truckers know we build the best trucks on the road. Our Super Bowl spot is just one example of what we're doing to reach the top."
With that in mind, Volvo Trucks will tie its Super Bowl spot to a North American-wide sweepstakes promotion. Volvo's million-dollar "Best Drive in the Game II" sweepstakes will give truck operators a chance to win the Volvo truck of their choice (value of up to $120,000). Truck drivers who hold a commercial driver's license can win a Volvo truck by matching the winning number broadcast during Volvo Trucks' Super Bowl spot with a number on a sweepstakes game card. Truck drivers can obtain their game card when they enter the sweepstakes promotion.
To enter, truck drivers can visit a nearby Volvo truck dealer, call 1-888-VOLVO98, or visit the company's web site, www.volvotrucks.volvo.com. Best Drive in the Game II entrants also will have the opportunity to win trips to the Super Bowl and big-screen TVs at all Volvo dealerships, and more prizes will be awarded during 50 truckstop parties hosted by Volvo Trucks, which will be conducted throughout North America on Super Bowl Sunday.
So what will those truckers be watching come Volvo's first quarter spot? Shhh. It's still a secret.
"Let's just say the commercial's going to be great fun -- a little on the edge," said Delaney. "Both trucking professionals and the public are going to love it."
Volvo Trucks North America
Volvo Trucks North America, Inc. manufactures Class 8 Volvo trucks and tractors. The company leads the heavy-truck industry in the areas of safety research and development, quality manufacturing processes and environmental care. The company also markets Volvo heavy-duty diesel engines, transmissions, and rear suspensions. Headquartered in Greensboro, N.C., the company is an affiliate of Volvo Truck Corporation, Gothenburg, Sweden.
