At 61,003,205, Epic Split is the most watched automotive commercial on YouTube ever since being uploaded on YouTube on 14th November, 2013. There’s no doubt that marketing material which reaches everyone will also reach more truck drivers and hauliers.
While social media and news media took a liking to it, a myriad of spoofs too helped it’s cause. Per Nilsson, PR Director for the Volvo Trucks brand said, “The response is quite overwhelming. Sure, we were hoping for a success, but we didn’t expect it to be this big or come this fast. After all, ‘The Epic Split’ is a truck commercial.”
“The reach is mainly a result of public engagement. We can’t outspend our competitors. Instead, we need to outsmart them. Our communication strategy is one part of that,” he added.
Statistics and approximation has been acquired from Be On, AOL Networks’ branded video syndication business who distributed the campaign. ‘The Epic Split’ has been shared 6+ million times on social networks, with 10+ million impressions on Google.com. About 20,000 editorial pieces online are dedicated to the video already, and an estimated earned media value of £59 million.
“Our marketing strategy is based on the insight that also in B2B, individuals make the decisions. Today’s trucks are high-tech machines, designed to ease the driver’s work, safeguard the driver, load and surroundings and be as profitable as possible. But for the drivers and haulage companies, it is not only factors like these that affect their choices, but also the image of the truck they are driving,” says Per Nilsson.
“Our own customers refer to these films. But it goes even further as hauliers using our trucks get comments from their customers – transport buyers – about the films,” Per Nilsson says.
He adds, “Our ambition is that the engagement the film has spurred will drive awareness and demand for our trucks. Through a relatively small media investment, we’ve had a massive response. Our strategy has proven to be a very smart and cost-effective way to communicate utilising the new media landscape.”