The ‘Paparazzi’ campaign – Volvo Trucks’ rolling sneak preview of the new Volvo FM – attracted sharp-eyed photographers in 18 countries across Europe to participate in a competition to take the best photograph of the new Volvo FM.
Starting on March 4th from Spain, two unmasked Volvo FMs embarked on an extensive European tour. Volvo Trucks encouraged people who spotted the new Volvo FM to post their favourite snapshots of the truck on www.volvotrucks.com/paparazzi – and promised a handsome reward to the best ‘paparazzi’ along the route.
“The competition was a great way to get as many people as possible over two weeks to catch a glimpse of the new truck – and it also triggered engagement on the web. All in all, more than 470,000 people have watched the competition unfold online,” says Jeff Bird, Director Press Tests at Volvo Trucks and the project leader for the event.
The very first picture, as well as the best picture from each of the 18 countries, will be rewarded with a trip to Gothenburg, which will includes a test drive of the new Volvo FM.