Volvo Trucks has equipped drivers, retailers and fans all over the world with first-class clothing, driver gear and brand building merchandise since the dawn of trucking. With their new collection, called Heritage, Volvo Trucks wanted to celebrate their Swedish legacy, but also set a new sales record for their driver gear. A daunting task indeed. Especially since we didn’t have a new truck launch to pin our communication on, and no media budget whatsoever.

We thought that it would be fitting to launch it around June 6th – the Swedish National Day.  But since our sense of patriotism and national pride is a pretty modest affair – we figured our celebration needed a boost. So we decided to expand our national day to last an entire week. A week where each day was given a very Swedish phenomenon or trait that has helped shaping Volvo Trucks to the global corporate giant it is today.

In order to boost viral value we contacted another successful Swedish export, actor Peter Stormare.

We then published our movies right at the core of our target audience – Volvo Trucks massive Facebook channel that boasts over 400 000 die hard trucker fans (thank you Jean Claude)

Of course, all of our postings in social media guided our audience to the Volvo Trucks webshop where they could go to town on Volvo Merch and experience, celebrate and enjoy a truly Swedish week of their own with the help of instructional films, broschures, recepies and yada, yada, yada.

So how did it go?

The campaign was a success – not least among retailers that put together their own Swedish weeks. In one week hundreds of thousands of Volvo fans all over the world had seen our moves and given them a 98% favorable rating. All of witch in turn led to that the Volvo Trucks Heritage Collection became the fastest selling merchandise collection in the history of Volvo Trucks.