Volvo Trucks have been promoting their exclusive directional precision and stability technology of the Dynamic Steering feature. Their advertisements all include stuntmen performing difficult tasks on the moving Volvo trucks to communicate their value of safety and easy-to-drive specialty. Their latest video attracted the most views due to the Epic Split stunt performed by well-known actor, Jean-Claude Van Damme.
This advertisement was successful in delivering their product value.
Though the video was over a minute, the actor, music, narration and filming were strongly capturing the essence of their brand for being stable and safe. The split stunt further delivered the message that these huge trucks had an extensive directional precision as Jean-Claude Van Damme would have fell off the trucks if they did not move backwards in a parallel line and at constant speed.
Furthermore, since Jean-Claude Van Damme is part of an aspirational reference group, the advertisement naturally attracted popularity. It helped Volvo easily promote and spread the advertisement on social media platforms. There are even parodies of the same commercial which helped increase the hype of the original video.
This advertisement clearly focused on attracting specific customers who deliver products on land. These include companies that value safe delivery of fragile or heavy products like glass furnitures, electronic equipments etc. Companies can also ensure safety of their workers who drive the trucks; less accidents also lead to less delivery lag-time. Even though the advertisement was aimed at selling Volvo trucks, it has already reinforced their brand image of safety and stability while selling its exclusive motor technology.
It has successfully represented their positioning strategy among the motors industry.
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