Until now gas power has not been suitable for heavy goods transport over long distances and this has been largely due to limited performance. But with Volvo Trucks’ innovative engine technology, it suddenly became possible. Carriers could now reduce their CO2 emissions by up to 20 percent directly by driving with natural gas-driven trucks instead of diesel-powered. Without compromising on the important productivity. 20 percent is an important step towards sustainable transport. But what is even more important are the steps that are possible after this.
Sustainable transport solutions are the biggest and most important challenge in the automotive industry today and will be for many years to come. With the launch of gas-powered trucks for long haul transports – Volvo FH LNG and Volvo FM LNG – Volvo Trucks took an important step towards sustainable transport. 2028 was assigned to create communications that support sales and strengthen Volvo Trucks’ environmental position.
What we did
The communication would work for both seasoned truck buyers, but also for a new customer group – large transport buyers. We created a communication concept “Same. But different.” based on the fact that the gas-powered trucks perform and deliver in exactly the same way as diesel-powered trucks, but while emitting less CO2 emissions. The concept generated a number of interesting arguments for customers who genuinely want to reduce their environmental impact without compromising. To emphasize “Same. But different.” we created a visual language that showed Volvo Trucks in purpose-driven scenarios – highlighting the heroic work they carry out in the name of efficient and sustainable transportation.
In addition to that, we also ensured that this unique offer was delivered with a clear promise to position Volvo Trucks as the partner to choose for the future. Therefore, we developed an argument that signals that this is just the first step towards zero emissions and climate-neutral sustainable transport: “Towards zero emissions.” The new trucks could also run on biogas making fossil-free operation a reality, which gives the promise even more substance.
To create attention and interest the concept was designed in several formats to work across a number of different channels:
- A landing page on Volvo Trucks market sites and global sites.
- Editorial content on Volvo Trucks web.
- SoMe content that drives traffic to the web.
- Presentation material for sellers.
- Printed overviews for stakeholders.
- Product guides.
- Digital and print ads.
The launch of the new gas-powered trucks had a big impact. Especially among companies and transport buyers who see the value of reducing their environmental impact. One of the first to choose Volvo FH LNG was the Swedish grocery chain Axfood.
“The climate issue is extremely important to us. A major advantage of liquid biogas is that it is mainly manufactured from waste, but also that you can replace the diesel in the largest trucks that drive the longest distances and thus consume the most energy. It also contributes to a cleaner environment in metropolitan areas, as we reduce the number of diesel cars,” says Åsa Domeij, Sustainability Manager at Axfood.