Volvo Group can offer working hybrid engines, the best solution on the market. This was the stand point of Volvo Trucks during the ”IAA Commercial Vehicles” show in Hannover 2008. On that note three editions of a film, “Hybrid promise”, was produced: one for Volvo Group, one for Volvo Buses, and one for Volvo Trucks.
Helena Strandlund Selander works as market communicator at Volvo Trucks: We wanted to show that we have a working alternative, i.e that we’re past the theoretical stage. We have a good future technology, available today. To emphasize that message we thought it important to include comments from the clients that are part of our field tests. Through our clients we could show that the technology works. In the film we have statements from Christian Baarlid, CEO Renova Recycling Company and Dominique Masson, Vice President of Communications, Veoila.
Pretty early on we included Volvo Buses and Volvo Group in the film. The technology is shared between several companies within the group; all the more reason to show that Volvo Group as a whole is striving towards a better environment. Having Leif Johansson, CEO & President of Volvo Group, participating in the film adds weight to the message as well, as he is a well known face within the industry.
Visually we wanted to show something new, dare to be emotional and not just talk technology. At first Volvo Group was somewhat skeptical when they saw the storyboards, since the film doesn’t comply to our ordinary visual language, but that changed during the production and they now think the film is amazing. Veolia, who also participated in the film, used it during the biggest environmental exhibition in Europe, Pollutec. On our end we’ve used it on the web, trade shows and as mood setter at a number of client events.
Thomas Lundqvist, CEO of market communications, Volvo Buses: We shared booth with Volvo Trucks in Hannover, and we have some common clients, like Veolia. We as well wanted to show that Volvo Buses can deliver a working hybrid solution, today. Therefore it’s of great value that the clients make comments and certifications in the film.
The visual language should reflect a new line of thinking, and the film does that. It provided the right feeling of “now we’re here”. The first spontaneous reaction, at a closed screening before the show, was “cool!”
Volvo Group producing a film in three editions, also speaks for the combined strength that exists within the group.
Tobias Garsell, who directed the films: We wanted to stress the enthusiasm and commitment that Volvo Group, Buses, and Trucks have when it comes to develop new technologies. Let the film act as a cross platform for the group. Shift the focus from technology to emotions, the innovations and inspiration. It’s important to broadcast that hybrid technology exists today. The environment is a priority and one of the most important current social issues.
Produced by Edithouse Film Works in september 2008 for Volvo Trucks.