The Ballerina Stunt reached more than 162 million people. But it was actually only a teaser to create interest for the launch of the new Volvo truck.
After a live broadcast from six cities around Europe, a digital magazine with several films and interactive modules was released on all platforms.
We also turned the magazine into a site on eBay where Volvo auctioned the very first truck. It was the first time anyone used eBay for a complete launch site. The auction had 170 000 visitors and the truck was sold for way over the market price.
All in all, the launch campaign led to earned media value of 29 million Euro.
Without a huge media budget for a global advertising campaign, PR was the only way to go wide and reach all the influencers that surrounds the actual truck buyers. Drivers, family and friends, for example.
Art Directors Club