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To build buzz for its new VNL line of long-haul semi trucks, Volvo Trucks stripped a model of all its brand markers and parked it at a high-traffic rest stop with no context except the hashtag #WhatTheTruck.
For its first campaign as Volvo Trucks’ agency of record, North Carolina-based shop Baldwin& hid mics and cameras around the truck to record drivers as they reacted to the vehicle and speculated on its features. It also hired disguised improv actors to get the conversation going and encourage the gawkers to post photos using the hashtag.
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