DFDS – Volvo Trucks series

Challenge: Repeat common messaging without boring the audience

The success of DFDS’ electric truck partnership with Volvo Trucks was a story that needed to be told. But when everybody is talking about sustainability and partnership, how do you make this interesting?

On top of that, we needed a concept that could be repeatable for each new electric truck milestone and strengthen DFDS’ position as a frontrunner.

Solution: People listen to people not brands

We wanted to create a sense of community around DFDS’ message, using a similar technique to the famous ICA adverts – but in a LinkedIn format.

Featuring two prominent leaders from DFDS and Volvo Trucks trying to act, we brought an honest and relatable tonality to the communications. It felt authentic, with a touch of humour, while reinforcing the core message: You don’t need to be an actor to act.

Each story starts with a short skit. The two men play characters of themselves, before breaking character for a relaxed chat between close partners. Our light-hearted approach is bold in its execution. And its humour encouraged engagement, sparking LinkedIn conversations and discussions in the lunchroom.

With these ingredients, we could repeatedly highlight DFDS’ achievements without appearing to boast. Instead, we entertained the audience, creating anticipation – What will they do next? – with unique episodes that always stayed true to the overarching message.

Since time is always of the essence, we always created a framework that could be executed quickly. Our weekly meetings with DFDS kept us updated on the latest developments and allowed the team to conceive and propose actions quickly – taking advantage of news, while it was still news.

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