Volvo Trucks thought new

Volvo Trucks took a bold and wise decision when launching their new security systems. The usual thing would have been to go for traditional commercials, with footage of trucks. But Per Sundström, Manager PR & Online Communication at Volvo Trucks, had something else in mind:

– We wanted to make films that were explanatory and selling at the same time. They should also be designed for use in different formats and contexts. Infomercials was to be the choice. Short, simple, explanatory films. They proved to be useful in the education of our European sellers, as well.

There were eight films to be produced. All of them with a technically advanced content. To be explained in a comprehensible way. Technology like Lane Changing Support (a radar detecting vehicles in the blind spot). And in addition Electronic Stability Program, Lane Keeping Support, Driver Alert Support, Cornering Lights, Adaptive Cruise Control, Security Service and Alcolock.

Tobias Garsell, director at Edithouse:
– Our challenge has been to make the films informative but at the same time fun to watch. People tend to think that information films can’t look like commercials. But it’s certainly possible to combine an educational angle with lust and thus get more people interested without the information getting lost. We’re happy with the results and have had lots of positive feedback.

Matz Augustsson, project manager at Edithouse Communication:
– It’s crucial to choose a film language that works and is able to communicate with several target groups simultaneously. In one and the same film we address a journalist, a haulier, a driver and a retailer. Early on we had an agreement with Per that we should work with animations. Animated films are good; you get to display the important things in almost no time, and you can visualize situations otherwise difficult or even impossible to construct. Already from the start we knew the films were to be shown on large displays at fairs and exhibitions – and in small windows on the internet. knowing these prerequisites, we adapted the animations. The films are all done in full HD, but stripped of small, insignificant details. As a result, they are great to watch on the web as well.

Per Sundström:
– When Edithouse returned with a draft, we immediately saw that we had been thinking alike. The films were short, around 40 seconds, and had a simple manner of explaining. I’ve heard nothing but good things about the films, here at Trucks. The films have no doubt had an impact. We can see that they have been much downloaded through Newsmarket. Even snapshots from the films have been used in Trade Press. The form was stable, the films have been used on the web, on television, at exhibitions and for education.

You can watch the films here