please give me a contincency plan for this case. Thankyou so much :)

Company Case Volvo Trucks: Integrated Marketing Communications of Epic Proportions When you think of Volvo, you probably think of the boxy and se the same with Volvo cars, the Volvo Group is now a separate date, practical and safe automobles made in Sweden--the ones company and one of the largest producers of commercial trucks professors and young, married couples with children use to cart in the world under various brands including Renault Trucks, Mack thor groceries home. This story is about another Volvo -- the Volvo Trucks, UD Trucks, and its largest, Volvo Trucks. Group, maker of truck. And not just SUVs or pickups, mind you. A few years ago, Volvo Trucks faced a big challenge. It was We're talking about full-sized, heavy-duty semi-trucks and trai preparing for its first major product launch in 20 years---fve new ers, mining and construction vehicles, and buses. Once one and truck models in one year. With that launch, Volvo Trucks needed an egited communication strategy that wo id achieve a y god to get peace words to tak bout com mood trucks. Wow uses it is in creating bu orginawet of corporate the buyers. It wated to do to mogu with WAS there of the bride to the band's olor and of people talking Wiring and supporting the brand from Srgapore to Swasiland. How tnccomplished this and how cho Trucks Keps the band in the public eye lodayanad Sering coup of epic proportions A Consumer Approach Typically when a 8-10 comory wants to promote a new product, it goes through an spany that species in its indus Iy. That's what Wolvo Thicies did previously working with var out agencies throughout types of traditional media includ- ng print advertising. PR. and direct mail But as it prepared to unoshits all-new ins of heavy duty trucks, the Swedish truck ng realized that the media landscape had fundamentally changed since it in my launch And new madawa cated for a different approach to broadcasting the brand me something ung that would outsmart competitors Rather than go to a to-B sgoney with expert once commercial trucks. Volvo Trucs ersted Forsman & Bodeno-one of Sweden's leading creative agencies with history of groundbreaking consumer campaigns for the likes OKEA UNICEF and stvo Cars As Foreman Bodenfors developed the campaigns Torch Rd womportant nights about commercial trucks. First, long haul thickers love her trucks og motional connection with them all embles the onship between regulares and their daily Fors. Second, ale volume of influencers have an impact on Suor buying decisons- so that includes friends, family mom ben colegios, boss, and even the clients and business whose products the cany Armed with these night, the team set out to create an gud campaign that would are nod truckers by showcasing the new trucks features while simultaneously CRD Toing to general puble with breathtaking Comonstrations Tradona levision adverteling was out of reach budgetwise. It was not a good for the kinds of messages the campaign hand to communicate or the types of the agency hoped to create. So Forsman & Bodenfors turned to social media. The Tout was a campaign dubbed "Love Tossauly integratod promotional effort rooted in a seriou of documentary style films designed to have impact on a Holywood scale. Anor that first stort, woyo Trade med a set of five monis in The Techno Hovor the houd of an oor buried up to tenkin sard burronetrating the truck's 12-nch ground the hook provides a dumaton te shegh of You how ho, hoby w Tucs president Cash de porched op a Varvo truck wire con bohatit Haramos ering hamster named Christering augeng Sun by running an or wheel attached to the trucksvoorn whol And in inactive 360-degree or furg manerability. The Chase provides the port of views We truck na tom buis tough the stof Spanish town The time of each of these voce come by various sucporting protodon offerta desagrad icons campagnes message and anive trace to YouTube. Voor sonsored print ads in the fucking press as well as interviews with vor, da bodo te videos had another purpose in the medias base for VW Truck Dug toward the campagne grand fit more than a year and one of the debate Compagn's dramatic video ca the Pro Volvo Tade YouTube subscribers nad nord 2300 want to BOC while the Volvo Trudia Facebook page: 700 controrease in tons 10 290.000 But was the namontiert und te Toscampaign that the tail out of the paper a sta superstrada Vin Diestood we foot on the moon of two bylo y gole trucks as they moved progress Barthese long the distance the point or the Museos from Bruce Did in and perfect. The drama s high Vowe Dynamie Sterng-anectronica corticed mechanism that adjusts 2.000 times per cond tored Within a month, the video tad drawn to YouTube ng on to become the most souborutom altme Aboby the end of te more Who Tuoksuvered peront more trucks to see than thed for the remote previous year Appealing to the Masses with "Live Tests The first into go up on Trucks' YouTube channel was "The three minumang ofte des in which world Record holding in Fockay walked wire between two sponding volvotrucks completing the insunt in time to duck o the trucks ortored two Opong sides of tunnel volently sapoing the font wre. The video was signed to morate the tremendous storing Breion of the new Volvo Trucks. Al hough the Live Tests campaign eventually parned out to mul olur, long rung carraige, was only "The Bal ering was posted that the campagn's strategy begi to take a "When you create for YouTube, you can't plan too much nacno ben you really non't know how popular aniden opeco alimwrecounts Bjorn Engstrom senior partner with the ad or The Synergy of IMC Although each piece of the live Toolscarpone in soll. The sum of the parts produced arout more more than any of the stunts performed in the con AS cording to Forman & Bodenfors, the campagne produced more trun 100 million video en milion social media share and more than 20,000 torstures to produced thousands of video spoofs good for another 30 milion roluding Grootings from Chucka video for the holidays tutoring - Chick Nonin performing spies on the wings of the Lockheed C-os while it up, tree-shaped pyramid of mitory protoco es stood on his own alte medis impact of them was valued at more than $170 million. The comparecido many awards including the Creative techness Grand Par Cannes-that Advertising Age dubbed You Thos The Mos Awarded Advertise of the Year The campaign produced measurable behaviors among wget automas in a survey of 2.700 Comorosok owners hall of those who www.the videos indicated they were more bry to choow Vortherned purch, wheathed of respon Det had other contacted her and a wobe The website. If we talk to our salespeople no 140 markets all over the world," sald Anders Vihehrsson, PR director for Volvo Trucks, "They tell us very often one of the first thngs prospective customers bring up in conversation is the viral film." With all this success acheved on a swoesting budget, it's no surprise that Volvo Trucks exterded the ve Tests campaign Following the same model set by the first sex videos, the team produced some unlikely pieces, including a race between a Volvo tractor and a supercar as well as a hidden-camera expos showing the reaction of a valet as a Volvo truck puls up in front of a black-be casino. But the most recent video became one of the most successful entries of the campaign to date. "Look Who's Driving puts a darling British four-year-old behind the remote controls of the Volvo FMX-a dump truck that the ad proclaims is "the toughest truck we ever buit.' Rather than just a clever series of stunts for the sake of stunts, "Live Tests' puled off a monumental task. By selectrg features with high relevance to both its new models and the target audi- unce, Volu Camicaled those features Urough stories Umat captivated viswers everywhere. The campaign achieved the goal of successfully launching fve new trucks, with phase two ultmately producing a social media fan base double the size of the one Volvo Trucks had achieved following the frst phase of the campaign. The campaign has also helped Volvo Trucks to achieve record sales and market share worldwide. Even more amazing. Volvo Trucks dd all that on a shoestring budget. I the world of ntegrated mar. keting communications, "Uve Tests" is truly an epic