Volvo Truck America Case

1. The target audiences for Volvo Truck America are mainly the drivers. The target market is

constituted by the truck fleet buyers and independent owner-operator, but these buyers are

swayed by the driver perception, so they buy what the truck drivers like and want.

The target audience for the sweepstakes is exclusively the truck drivers, because if you win a

truck you have to be able to drive it.

The best drive sweepstakes campaign is relevant with that audience because they put this

campaign into the life of the drivers. They made this campaign reachable by trucks magazine,

radio stations and truck dealer and particularly with a national truck tour of VN770 which

visited the major truck stops.

2. Advertising: Television, Radio, Press, Internet, Print

Personal selling: National truck tour of two caravans of three VN770

Sales promotion: The ‘Drive in the games sweepstakes’ which gives a chance to win a VN770.

Public relation: at all stages

3. See / Hear: Consumers see and hear the message thanks to a carefully integrated

campaign which uses a lot of different Medias: TV ad, trucks tours and visit to the trucks stops,

dealership visits, print ads, radio ads, and website. The choice of the media allows bringing the

campaign to the right person.

Feel: Drivers were pleased by the personage of the old and classy driver. They liked the ad

and they perceive the Volvo VN770 like a luxury truck, aerodynamic and friendly.

Understand: