Volvo Trucks collaborated with creative agency Off The Wall for their campaign, “A Table Set for Change,” a project intended to highlight sustainability in the food and beverage industry.
In the campaign, renowned chef Marcus Samuelsson, owner of Red Rooster Harlem and Miami, was challenged to create a gourmet meal using only ingredients transported by electric trucks or vehicles running on renewable fuel.
It shines a spotlight on the often-overlooked role that transportation plays in the food we eat.
Here’s what iSpot’s Creative Assessment platform revealed on actual viewer response to the long-form video among those with incomes $75K+.
The Details:
- As would be expected, higher-income American viewers (income $75K+ per year) found the message in “A Table Set for Change” to be the single most impressionable aspect of the video, at quadruple the rate of the average lux auto ad over the past year:
- Viewers of all ages found Corporate Responsibility in the strongly Empowering, Green message, with the execution sparking Curiosity as well as But emotion, linked largely to the longer length.
- Not surprisingly given the length and lack of attention paid to Volvo in the spot, unaided recall tracked a bit below lux auto benchmark levels:
- As such, shorter forms could be considered, as well as earlier/opening branding even if just with a clear logo (so as not to affect the curiosity-inducing approach).
- 18% reported being unable to recall or not having enough exposure to the branding in the spot to identify the advertiser.
- As such, shorter forms could be considered, as well as earlier/opening branding even if just with a clear logo (so as not to affect the curiosity-inducing approach).
- Despite the longer length, the Information-packed video was eye-opening and persuasive, outpacing the average lux auto ad in driving consumer consideration by a healthy +8 pt margin:
- Viewers appreciated the uniqueness of the video (Change) and found it more Relevant than average despite its lack of focus on any single vehicle.
- Comments from the higher-income audience suggested improvements in the font size of text on screen as well as appreciation for the unique and engaging visuals and storytelling. A few thought it was more about food than anything else and others felt like sustainability did not need to be a standalone message.
- Viewers appreciated the uniqueness of the video (Change) and found it more Relevant than average despite its lack of focus on any single vehicle.
Sample comments from higher-income Americans on “A Table Set for Change”
“It definitely had me wondering in the beginning on what the ad was about, which made me watch until the end. I would have never guessed it was a Volvo ad. I expected a restaurant or travel service. The ad got my attention but I didn’t expect the Volvo eco-friendly truck at the end. All together, a decent ad and message, definitely unique for the brand.”
Male 21-35
“The ad was very well-made with a lot of great visuals and the complimentary music paired very well with the person that was speaking throughout the video. The ad made me interested and curious as to what it was leading to, and what the ultimate goal was for the advertisement. I was surprised at the very end to see that it was a Volvo commercial, but that was put together very well and made me feel like Volvo is opening up to adventures in setting their sights on new fields of focus. The only criticism I really had overall was the font and text that was overlaid at points throughout the video. They were extremely small and did not stand out against the color and visuals of the background. Other than that, I really enjoyed the ad and would watch it again knowing who the ad was by, to see if maybe I perceive it differently now.”
Female 36-49
“I love the advertisement! I am a huge fan of Chef Marcus Samuelsson, and was very happy to see him on my screen in an unexpected capacity. I had no idea about the high level of emissions that come from food transportation.”
Female 21-35
“Slightly confused on the entire ad up until the fade out. Seemed to be about food and then the sudden swap to Volvo at the end. As a car person, I would like more scenes of the actual Volvo trucks in transit.”
Male 21-35
“It is admirable that someone wants to reduce emissions in the transportation of various products to make a meal. However, this climate message is now very old, boring, and over played. Instead, the emissions message should probably be expected and mentioned as an added bonus to the presentation of the meal concept. Some people get turned off by having a message of conservation forced upon them. I think many people would welcome the education component of the meal transportation conservation after a delicious meal and not before.”
Male 36-49
“This was a remarkable ad. Busy, and I would recommend easier-to-read text. But Marcus Samuelsson asked his suppliers to bring him their freshest and most natural products—with as little exposure to tailpipe emissions as possible. They banded together to use Volvo trucks. They eliminated virtually all exposure to tailpipe emissions. Vivid cooking and preparation scenes. Made me want to put on the Food Network.”
Male 50+
“Good message but took way too long to get there, got bored halfway through.”
Female 21-35
“This was a very unique ad that told a story. I became invested in the narrator’s cause and it made me think about how I could potentially make a difference in the world. The ad was super compelling and instantly grabbed my attention. The music was also great!”
Female 21-35
“I found it compelling, almost like a documentary. I like that it was primarily educational, and it surprised me to see Volvo at the end. The music and scenes in the fast-paced kitchen were impactful.”
Female 36-49
“It was too long and I tended to lose interest.”
Male 50+
“It was thought-provoking to see and hear how we can help reduce emissions. I liked that companies like Volvo are leading the way for a better world.”
Male 36-49
“It is about a topic I’ve never really put much thought into before watching the commercial. It is something that definitely needs to be addressed in all commercial outlets.”
Female 50+
- Given the very positive response to both the approach and the messaging that has the potential to help Volvo stand out, there is opportunity for a better-branded, shorter form, if desired:
- Although engaging, many will not necessarily be willing to sit through the entire spot multiple times to ensure the brand and message are connected; second-by-second trace results show points throughout the video where engagement wanes or remains flat for an extended period, identifying areas to consider condensing/cutting.
- “A Table Set for Change” resonated at- to above-norm across intenders of a wide variety of vehicles other than lux coupes, among whom the longer form ad struggled to break through while also trailing a bit in Relevance:
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Creative Agency: Off The Wall