Volvo Trucks wanted the launch of their updated VNL, the flagship in their line of long-haul semi trucks, to reflect the quantum leap forward it represented for the industry.

The trucking industry has been built by road cowboys, with the toughest, rowdiest, dirtiest driver winning the day. But with a new crop of drivers who see the world through more progressive eyes, Volvo wanted to appeal to the drivers of tomorrow. So we needed to shift the conversation to driving the future of transportation. And in doing so, bring to life the category-shattering technological art that this all-new Volvo VNL represented.

To build buzz, we stripped a VNL of all its brand markers and parked it right in the middle of a high-traffic rest stop. We emblazoned it with #WhatTheTruck and strapped it with cameras. And boy, did that get people talking.
The reactions were shared via paid media with a multi-channel approach before the launch was live-streamed. Post-launch, the paid media plan continued with a campaign supporting the top six features of the truck.