D R I V E R ' S D I G ES T #2 /2014 11
Jean-Claude Van Damme and Volvo Trucks
became world famous together in the live
test film produced by Volvo Trucks. More
than 70 million viewers have watched the
Hollywood action star perform his trademark
splits in-between two Volvo FM's as they drive
in reverse. The video, "Epic Split," is part of a
series showing daring stunts with the purpose
of demonstrating the directional stability
and precise control made possible by Volvo
Dynamic Steering. It is now the most viewed
automotive commercial on YouTube ever and
has generated many communication awards
for Volvo Trucks.
Results from a Volvo Trucks' survey reflect
the positive impact from the innovative
campaign. More than 60 percent of Volvo
customers and 40 percent of prospects say
that they have taken or intend to take further
action, such as contacting a dealer. But the
most impressive result is that nearly half of
those who viewed the films are more likely or
significantly more likely to consider purchasing
a Volvo truck in the future. Worldwide, there
have been more than 20,000 media mentions.
The publicity represents more than $170
million dollars of earned media value in the U.S.
Among the 70 million YouTube views, nearly 20
percent originated from the U.S. The impact of
the campaign has created an international buzz
and the video is even featured at the Louvre
Museum in Paris, France.
You can watch The "Epic Split" video on the
Volvo Trucks Global YouTube channel or by
clicking on www.youtube.com/watch?v=M7FIvf
x5J10&feature=youtu.be
Epic Split
