In an industry typically characterized by slower adoption of technological advancements, Volvo Trucks shattered the mold with the redesign of their flagship VNL long-haul truck. The next generation of truckers are a tech-savvy bunch, and the all-new VNL was not just built for them, but to signal the future of trucking, boasting groundbreaking innovations in fuel efficiency, safety, driver productivity, and connectivity.
Volvo Trucks has proven that premium is more than just a product; with a layered campaign that became a stepping stone into the future of what the heavy-duty truck and transportation industry holds.
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+350%Visitors at launch
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+108%Page views post launch
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+991%Configurator builds post launch
A digital reveal built on form and function.
The reimagined volvotrucks.us was the anchor for Volvo Trucks' campaign to drive maximum awareness and anticipation for the launch of the all-new VNL. It represents the perfect marriage of form and function in its class.
Our revamped homepage and product detail pages are the gateway into the web experience and the guided tour of the VNL’s feature set. The digital reveal was a special effort focused on building excitement across fleets and owner-operators by teasing the future of Volvo Trucks. We ultimately had 7K sign-ups for the launch, a 7X increase from our previous launch.
Serving the next generation of truckers
What comes to your mind when you think about a long-haul truck driver? Whatever you're thinking — rethink it.
The next generation of truckers are both digitally and technologically savvy. For their life on the road, often living inside their truck for days at a time, they demand a connected, comfortable, state-of-the-art environment.
This innovative VNL truck (and digital experience) serves their every need.
“This new digital experience leapfrogs us years ahead of our competition, much like our vehicles.”
Giving truckers the keys to customize.
We knew the only way today's tech-savvy truckers could appreciate the full power of the all-new VNL redesign (short of a test drive) would be to build one themselves.
Our state-of-the-art configurator is a uniquely customizable interactive experience for both new visitors and loyal customers. The configurator is a critical tool in how Volvo Trucks is building a path to a new paradigm in user education and conversion, and the numbers don't lie: in the first six weeks after launch, the VNL configurator had 950 submitted builds, compared to 1,045 — in all of 2023.
Rewriting the playbook.
The new VNL would not officially be delivered until later in 2024, which presented Volvo Trucks with an opportunity to build hype and anticipation. In contrast with the industry norm — more subdued and conservative launches — Volvo Trucks went big.
A 90-second teaser video and an influencer marketing campaign led by trucker Alex Nino, who has 2.3 million followers on TikTok as part of the #WhatTheTruck campaign.
A keynote reveal and product walkthrough with Volvo Trucks' President, followed by a media Q&A that drove press in various publications (Trucking News, Fleet Equipment Magazine, MediaPost and more).
A robust, expansive communications strategy for a series of targeted email streams, along with a data and analytics strategy to measure the impact of these new comms.
The launch of a lifetime.
Volvo Trucks heavily invested in this effort because the VNL matters deeply to its business and brand, accounting for the bulk of Volvo Trucks North America’s sales.
The launch of the new flagship had to make a massive impact — and our inaugural digital-first launch did not disappoint. We set new records for visitors and engagement on launch day in January 2024. Since then we've sustained that momentum with website users and views (+108%) through our ongoing communication strategy.
Just the beginning.
In 1996, Volvo Trucks introduced the original VNL: a truck designed with a groundbreaking aerodynamic form for increased long-haul fuel efficiency. In 2024, Volvo Trucks, and the newest VNL, rewrote the playbook.
Between the years-long preparation and meticulous launch execution of the all-new VNL, Volvo Trucks has again set new standards and taken a quantum leap in our journey to become the premium trucking brand in North America.
Experience it yourself at volvotrucks.us.
How we did it
Partners
- Code and Theory
- Rapid
- Baldwin&
- Netcentric
Design
- UI/UX
- Visual Design
- Motion Design
- Design Systems
- User Experience Design
- Information Architecture
- ADA Accessible Designs
- Interaction Design
- Prototyping
Strategy
- Product Strategy
- Content Strategy
- User Research & Testing
- Roadmapping
- A/B testing and Optimization
- Data and Analytics Strategy