Creating a buzz around breaking a record, for the strategic launch of their new model, Volvo VNL, Volvo Trucks recruited the assistance of three-year old Joel Jovine to assist with the unboxing. Joe happened to have a passion for Volvo trucks, according to a report in the Guiness World Book of Records.
For the title, the silver VNL model was packed away inside of a 80’ x 14’ x 18’ box, which was opened with the help of the child.
In order to obtain the record, the box had to completely encapsulate the Volvo VNL and had to be opened manually, without tools. Further, the truck had to be removed from the box without destroying the box during the process.
Adjudicator Michael Emperic was on site to verify the record, and make sure that the packaging was also made entirely of standard box materials – cardboard and cellophane.
Magnus Koeck, vice president of marketing and brand management for Volvo Trucks North America said: “Setting a Guinness World Records title is truly remarkable, but what was most rewarding for me was seeing Joel become so excited seeing the new Volvo VNL 760 revealed when he opened the box.”
Credit for the developing the campaign goes to the same Swedish agency Forsman & Bodenfors, whose “Live Test Series” included the “Epic Split” spot starring Jean-Claude Van Damme a few years back as well as "Look Who's Driving" which featured the four year old Sophie.
Client: Volvo Trucks North America
Product: Volvo VNL, Longhaul truck
Title: The new Volvo VNL – The world’s largest unboxing
Advertiser Supervisor: Rick Giamportone, Manager Launch Communications, Magnus Koeck, Vice President, Marketing & Brand Management
Agency: Forsman & Bodenfors
Account Directors: Cilla Pegelow, Olle Victorin
Account Manager: Britta Malmberg
Art Director: Kim Cramer, Anders Eklind
Copywriter: Björn Engström, Martin Ringqvist
Designer: Jerry Wass
PR Strategist: Bjame Darwall
Planner: Tobias Nordström
Agency Producer, Film: Lena Sellman
Agency Producer, Digital: Peter Gaudiano
Production company: Acne
Producer: Lars Nordenson
Executive producer: Petur Mogensen
Media Partner: Oath
Director: Torbjörn Martin
Music: Jonas Quant
Music Supervisor: Markus Bergkvist
Editor: Torbjörn Martin
Social media: South Agency
PR: Ogilvy, Oath, Volvo Trucks