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Volvo Trucks Heading Back to the Super Bowl

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Awareness Boost From This Year's Buy Warrants $1.6 Mil. Reprise
CHICAGO--Judging its first Super Bowl spot to have been a huge success, Volvo Trucks North America has reserved a spot during the next big game in January.
The Greensboro, N.C.-based company is remounting its "Best drive in the game" promotion, in which the company awards one commercial truck driver a fully equipped Volvo rig. Ad spending this time around is estimated at $2.7 million, including an estimated $1.6 million for a 30-second slot during the Super Bowl broadcast.
"[The promotion] proved itself in the first go-around, and they're going after it again in much the same way," said Jim Scott, account supervisor for Volvo Trucks agency Carmichael Lynch in Minneapolis.
Since airing its spot during the fourth quarter of the last Super Bowl, Volvo Trucks' market position has improved from sixth to fourth among heavy truck manufacturers, behind Freightliner, Navistar and former Carmichael client Mack, Scott said.
"The commercial clearly accelerated our marketing efforts and significantly increased recognition of the Volvo brand," said Jim Lesinski, Volvo's director of marketing communication and research.
Volvo's buy is for the first quarter of the upcoming game "because people's attention is stronger at the beginning of the game," Scott said.
While the first spot was considered crucial to Volvo's growth, Scott said the three-month promotion--which begins this month and employs trade print and direct mail advertising leading up to the game--is the key to making "30 seconds of time last three months."
Scott declined to comment on creative aspects of the new spot. The earlier spot, "Road Sage," featured Gus, a Volvo truck driver who has a butler. The new execution will continue the "Drive smart" positioning and will target commercial truck drivers.