Volvo's 'Epic Split'

Definition

Volvo's 'Epic Split' is a groundbreaking advertisement released in 2013 that features action star Jean-Claude Van Damme performing a split between two reversing trucks, showcasing the stability and precision of Volvo's Dynamic Steering technology. This advertisement not only highlighted the brand's commitment to safety and innovation but also captured the audience's attention with its dramatic visuals and emotional storytelling. The ad became a viral sensation, illustrating how effective brand storytelling can create a strong connection with consumers globally.

5 Must Know Facts For Your Next Test

1. The 'Epic Split' ad was filmed in one take, emphasizing the authenticity of the stunt performed by Van Damme.
2. The advertisement garnered over 100 million views within a week of its release, exemplifying its massive appeal and reach.
3. It won several awards, including a Cannes Lions Grand Prix, recognizing its creative excellence and impact on brand storytelling.
4. The ad not only showcased Volvo's technology but also reinforced the brand's identity as a leader in safety and innovation within the automotive industry.
5. Following the success of 'Epic Split', Volvo continued to leverage powerful storytelling in subsequent campaigns, cementing its reputation for impactful advertising.

Review Questions

• How did Volvo's 'Epic Split' utilize emotional storytelling to connect with viewers?
  • Volvo's 'Epic Split' effectively used emotional storytelling by featuring Jean-Claude Van Damme, a beloved action star, performing a daring feat that symbolizes strength and precision. The visual of him balancing between two trucks not only captured attention but also resonated with themes of trust and reliability, key attributes of the Volvo brand. By combining these elements, the ad created an emotional bond with viewers who appreciated both the thrill of the stunt and the message behind Volvo's innovative technology.
• Discuss how 'Epic Split' reflects successful viral marketing strategies and its impact on Volvo's brand image.
  • 'Epic Split' exemplifies successful viral marketing through its unique concept and high production quality, making it highly shareable across social media platforms. The ad's blend of action and technological showcase created significant buzz, resulting in millions of views and discussions online. This not only elevated Volvo's brand image as an innovative leader in safety but also positioned it favorably among consumers who value both performance and creative advertising.
• Evaluate the significance of incorporating advanced technologies like Dynamic Steering in advertisements like 'Epic Split' for long-term brand loyalty.
  • 'Epic Split' strategically incorporates advanced technologies such as Dynamic Steering to communicate Volvo’s dedication to innovation and safety. By showcasing these features in a dramatic way, the advertisement reinforces the brand's identity while educating consumers about its benefits. This focus on cutting-edge technology not only appeals to potential buyers looking for reliability but also fosters long-term loyalty among existing customers who appreciate Volvo’s ongoing commitment to advancement in vehicle safety and performance.

Related terms

Dynamic Steering: A technology developed by Volvo that enhances vehicle handling and stability by adjusting the steering response according to speed and driving conditions.

Viral Marketing: A marketing strategy that encourages individuals to share marketing messages, often through social media, leading to exponential growth in the exposure of a brand or product.

Emotional Storytelling: A narrative technique used in marketing that seeks to evoke emotions in the audience, creating a deeper connection between the consumer and the brand.