In the world of advertising, the art of building excitement often lies in the unexpected. Volvo Trucks has taken this approach to a whole new level with its captivating campaign, “#WhatTheTruck,” designed to introduce its all-new Volvo VNL line of sustainable, premium, long-haul semi-trucks. This innovative campaign, spearheaded by Baldwin&, the North Carolina-based agency known for crafting impactful brand narratives, unfolds as a clever combination of secrecy, surprise, and real-life reactions.
The concept behind “#WhatTheTruck” is brilliantly simple yet devilishly effective. Volvo Trucks decided to create anticipation by hiding its top-secret Volvo VNL truck in plain sight – at a bustling truck stop. The twist? The truck was wrapped in camouflage, devoid of any Volvo markings, registration numbers, or context. The only identifier? The enigmatic hashtag, “#WhatTheTruck.”
To capture the genuine reactions of truckers encountering the unbranded Volvo VNL, the campaign utilized hidden cameras and microphones. Real truckers, unaware of the truck’s origin or branding, explored its sleek design and premium tech features. Meanwhile, hired improv actors, disguised as fellow drivers, added to the intrigue, encouraging the real truckers to share their experiences and post photos using the hashtag #WhatTheTruck.
Mitch Bennett, Executive Creative Director at Baldwin&, explained the inspiration behind the campaign, noting that Volvo Trucks had already piqued interest with highway tests. The truck-stop stunt was a logical next step to engage real-life truckers and generate honest, unbiased reactions. Bennett stated, “For honest, unbiased reactions, we let the new Volvo VNL speak for itself without any indication of the brand. Over a day of filming, we saw driver after driver impressed and curious to learn more.”
The teaser video, a key component of the campaign, was released on January 4, supporting the influencer marketing arm. Alex Nino, a prominent 26-year-old trucking influencer with 2.3 million TikTok followers, played a significant role. He posted the #WhatTheTruck teaser, encouraging his audience to tune in on January 23 for the official digital keynote reveal of the truck. The teaser serves as a precursor to the full 360 campaign, activating across various social media platforms like Instagram, TikTok, Facebook, Reddit, and YouTube.
The brilliance of #WhatTheTruck lies not only in its unexpected truck-stop reveal but in the authentic reactions it captures. By withholding branding and letting the Volvo VNL speak for itself, the campaign successfully generates curiosity and anticipation within the trucking community. As the campaign unfolds, Volvo Trucks aims to shift the conversation about the future of transportation, leaving audiences intrigued and eager to uncover the full story behind #WhatTheTruck.
