1. Which promotional mix elements does Volvo Trucks use?
2. How does the "Live Tests" campaign demonstrate the characteristic of integrated marketing communication? What grade would you give "Live Tests" on integration effectiveness?
3. Is the consumer marketing approach taken by "Live Tests" appropriate for all B-to-B marketers? Explain?
4. What challenges does Volvo Trucks face in maintaining the success it has achieved with this campaign?
A few years ago, Volvo Trucks, one of the largest producers of commercial trucks in the world, faced a big challenge. It was preparing for its first major product launch in 20 years-five new truck models in one year. With that launch, Volvo Trucks needed an integrated communication strategy that would achieve a lofty goal-to get people worldwide to talk about its commercial trucks. Volvo Trucks wasn't just interested in creating buzz amongst its normal target set of corporate truck buyers. It wanted to appeal to regular folks in a way that would heighten their awareness of the brand, elevate the brand's cool factor, and get them talking, sharing, and supporting the brand from Singapore to Swaziland. How it accomplished this-and how Volvo Trucks keeps the brand in the public eye today-is an advertising coup of epic proportions.