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Launch site on Ebay

basics
Industry: Automotive & Services
Media:Cyber
Market:Sweden
Language:English
Style: Minimalism
descriptioncnen
Results
The use of eBay as a launch platform became big news in the trucking industry. And in business media. Within ten days the truck was sold for way over the market price. But more importantly: We got 170 000 visitors to interact with the new truck - on their home turf.

Creative Execution
To be able to do this, Volvo auctioned the very first truck with the starting bid of one Euro. With no reserve. This was the very first time anyone used a standard eBay ad as a platform for a complete launch site. It was based on a Top ten news story format with a multitude of films and interactive modules. All major improvements of the new truck were covered. We also held hundreds of smaller auctions to help people find their way to the big one.

Truck drivers and operators are really hard to reach. Especially without buying any media. We know for sure that they aren ?t tweeting or pinning pictures of spare tires on Pinterest. But they are interested in cars and are always looking for spare parts on eBay. So that ?s where we decided to launch the brand new Volvo FH.
credit
Brand:
Agency:
Copywriter:
Art Director:
Design:
Account Supervisor:
Account Manager:
Producer:
Other credit:Interaction Designer: Johan Wingård
Production Manager: Britta Malmberg
Web Producer: Stefan Thomson, Peter Gaudiano
Advertiser's Manager: Alison Arnold, Britta Malmberg, Jenny Edwardsson
Interaction Designer/Information Architect: Johan Wingård
Link:http://entries.se/e/volvotrucks/ebay/site/html..
awards
Cannes Lions International Festival of Creativity 2013
Bronze Media
Cars & Automotive Services
Clio Awards 2013
Bronze Innovative Media
The Kinsale Shark Awards 2013
Silver Other
MEDIA: Innovative Media Strategy and Use
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