TRUCK-BACK ADVERTISING CAMPAIGN TARGETS DRIVERS AND OPERATORS
19 October 2005 - Volvo Truck Ltd

As part of the marketing support for the launch of the new generation FH and FM ranges in the UK, Volvo Trucks have announced a high-visibility, ‘truck-back’ advertising campaign

Seventeen Volvo artics, belonging to a number of operators from the South-East and Midlands, will be seen on the national motorway network carrying full-height advertisements for the new trucks on their trailer’s rear doors. One also features a 12.6 metre long version of one of the company’s Total Performance themed brand advertisements on the sides of its trailer.

This is the first time that Volvo have used this medium, whose popularity is growing among both capital goods and service advertisers wishing to target a broad spectrum of drivers and operators.

The company also says that important factors in its novel choice of advertising media is its recognition of the important part that drivers play in the vehicle purchasing decision making process and the need to surface the brand when competing for the attention of busy purchasing professionals and senior management at operators who often spend a significant number of hours in their working week on the road.

The decision to go ahead with a truck-back campaign was taken following research by EMG, Volvo’s London advertising agency, together with good experience and enquiry levels gained from a bus-back campaign for the FH16 which took place at its launch in 2003.

The total daily traffic flow for the motorways selected is estimated at around 14,000,000 vehicles while the estimated reach of the campaign is expected to be over 50,000,000 ‘views’ by truck drivers for the two months it will run.

www.volvo.com

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