• by Tanya Gazdik , August 21, 2019

Volvo Trucks is launching a new campaign for its heavy-duty trucks that plays up the gains the company has made with technology, field savings and drivability. 

Two years ago, the company introduced the first generation of its Turbo Compound engine in its Volvo VNL model range. The next generation delivers fuel savings up to 11% compared to 2015 model-year trucks. 

To celebrate these benefits, Volvo Trucks is introducing “The Cash Machine,” a new creative campaign from Forsman & Bodenfors featuring Bob, a fictional owner-operator. 

Bob is experiencing significantly improved fuel economy with the new Turbo Compound engine and is able to use the money he's saved to pay for his high-end lifestyle. No matter where Bob stops on his route, he’s given the VIP treatment, from gourmet lunches at his favorite truck stop, to high-end treatment at the barbershop and driving a gold-plated Volvo VNL. 

The campaign, which includes an 80-second video, will run on Volvo Trucks North America’s social media channels as well as a dedicated landing page. It aims to highlight the benefits of the new Turbo Compound engine in an unconventional and unexpected way, says Fredrik Klevenfeldt, director of brand and marketing communications at Volvo Trucks North America.

“While most customers won’t likely spend their savings the way Bob does, it highlights how the new Turbo Compound can improve bottom-line earnings and financially benefit fleets, company drivers and owner-operators,” Klevenfeldt says in a release.

Fleets and professional drivers in the trucking industry have important and demanding jobs and work hard every day delivering goods and services across North America,  says Klevenfeldt.

“I think our customers deserve entertaining industry-related content in order to share a smile once in a while,” he states. “This communications campaign takes a more light-hearted look at the benefits the improved Turbo Compound can deliver.”