People don’t trust claims of superiority. But they do trust their peers.

Volvo Trucks Proven Campaign


Truck manufacturers can get caught up in their features and benefits. Nothing wrong with features and benefits, but to a customer, they all sound like white noise. Our task was to communicate Volvo’s superiority in an environment with every OEM claiming to be better.


We developed a campaign where the proof comes from the only people trucking companies will trust: other trucking companies.


During the campaign, Volvo saw increased sales activity in a difficult economic climate.