Volvo Van Damme Epic Split video goes viral, leads to parody
IT was only a matter of time before a parody of Volvo's successful Epic Split Video was made.
Since the video, which features actor Jean Claude Van Damme, was launched on YouTube on November 14 the commercial has been viewed more than 59 million times.
And now there are a dozen spoofs of the video which has spread through social and news media - one of the best funnies is embedded below.
Per Nilsson, PR Director for the Volvo Trucks brand said the response has been quite overwhelming.
"Sure, we were hoping for a success, but we didn't expect it to be this big or come this fast. After all, The Epic Split is a truck commercial," he said.
In just four weeks the video has spread all over the world and is the most watched automotive commercial on YouTube ever.
The Epic Split has also achieved an extensive reach being shared more than six million times on social networks, more than 10 million impressions on google.com, has been the subject of about 20,000 editorial pieces online so far.
Since autumn 2012, Volvo Trucks has released six entertaining films to showcase innovations in the five new trucks released in the same period.
The Epic Split highlights the precision and stability of Volvo Dynamic Steering, it is also the biggest success of the films so far.
"The reach is mainly a result of public engagement. We can't outspend our competitors so instead we need to outsmart them. Our communication strategy is one part of that," Nilsson said.
The communication strategy is part of a larger shift in how Volvo Trucks market their products to a wider audience. Simply put, it is B2C marketing of B2B products.
"Our marketing strategy is based on the insight that also in B2B, the decisions are made by individuals. Today's trucks are high-tech' machines, designed to ease the driver's work, safeguard driver, load and surroundings and be as profitable as possible. But for the drivers and transport companies, it is not only factors like these that affect their choices, but also the image of the truck they are driving," says Per Nilsson.
Volvo Trucks has taken the position that marketing material that has an impact on everyone will also reach more truck drivers and transport companies. And it works.
"Our own customers refer to these films, but it goes even further; transport companies using our trucks get comments from their customers, the transport buyers, about the films," Per Nilsson says.
Our ambition is that the engagement the film has spurred will drive awareness and demand for our trucks. Through a relatively small media investment we've received a massive response. Our strategy has proven to be a very smart and cost efficient way to communicate utilizing the new media landscape," says Per Nilsson.