Not just another truck, not just another launch

Product Launch & Training Event

When Volvo Trucks launched their new FH series in September 2012, it was their biggest product launch in 20 years. And the aim was clear: the events should be so spectacular that they stunned the industry, reached far beyond it and created a global buzz.

Major events in six European cities – simultaneously

A+A cooperated with Forsman & Bodenfors in this gigantic project, which started two years earlier and included several films and major events.

10 000 employees, 6 000 customers, 300 journalists and the citizens of Gothenburg attended

We were responsible for all the events, which targeted European press, customers and dealers in addition to Volvo Trucks’ employees and the citizens of Gothenburg.

The events were executed within a few days (some of them simultaneously) in Gothenburg, Birmingham, Rotterdam, Brussels, Paris and Madrid. In all, 10 000 employees, 6 000 customers, 300 journalists and the citizens of Gothenburg attended. The event also won silver in European Best Event Awards 2013.

3-day training event

In connection to the product launch, 3,500 Volvo Trucks’ sales representatives from more than 30 countries attended a 3-day training event in Gothenburg. We developed the training, which used a wide range of tools and set-ups, such as iPads, multi-touch screens, films, seminars, workshops, live theatre, competitions and test driving.