The award recognizes creative advertising that is an essential element of a marketing program that achieves measurable results. Volvo's Super Bowl campaign helped dramatically increase sales and brand awareness.
Based on research showing truck drivers watch the Super Bowl more than any other televised sporting event, Volvo Trucks initiated the "Best Drive in the Game" promotion. The marketing campaign included a commercial in the 1998 Super Bowl and a sweepstakes offering truckers a change to win a Volvo 770 if their game card matched a phrase appearing in the Super Bowl ad.
Due in part to the campaign and in part to the introduction of the new VN Series (including the 770), Volvo sales increased 46% during the first four months of 1998. By the end of the year, Volvo had achieved a company record of 30,000 units sold, and led the industry in growth with a 37% increase in sales.
The agency that created the ad is Minneapolis-based Carmichael Lynch Spong.