The push aims to generate buzz among younger, up-and-coming drivers.
To build buzz for its new VNL line of long-haul semi trucks, Volvo Trucks stripped a model of all its brand markers and parked it at a high-traffic rest stop with no context except the hashtag #WhatTheTruck.
For its first campaign as Volvo Trucks’ agency of record, North Carolina-based shop Baldwin& hid mics and cameras around the truck to record drivers as they reacted to the vehicle and speculated on its features. It also hired disguised improv actors to get the conversation going and encourage the gawkers to post photos using the hashtag.
The results were edited into a 90-second teaser video and an influencer marketing campaign led by trucker Alex Nino, who has 2.3 million followers on TikTok. The film will also be shared across Instagram, Reddit, Facebook, and YouTube. The truck will officially be unveiled on January 23 with a full 360 campaign…
