Volvo Penta's acclaimed web TV series Mighty Jobs

The campaign that garnered over 35 million views

When you see a large green engine installed in an industrial application, do you think of human warmth, engagement, entertainment, and emotional bonds? No, wouldn’t have thought so! But you might change your mind after watching Volvo Penta’s Mighty Jobs campaign.

The challenge

The Swedish engine manufacturer Volvo Penta has been around for over 100 years and has extensive experience in quality and innovation in the boating industry. That’s great, right…?
For the marine sector, it certainly is. But Volvo Penta’s extensive – and equally as important range for industrial installations needed a boost too. So, if you have a well-established brand, how do you change how part of it is perceived?

The solution

What’s the most important thing in the world? People, of course. So why not celebrate some of them? People who perform mighty important jobs but are often forgotten. That’s how people became the common thread when Spoon created an online video series called “Mighty Jobs.”

With our focus on people, we were able to generate well-deserved attention on their work, as well as the machines that perform these mighty important jobs around the world, powered by Volvo Penta engines.

"It's absolutely fantastic that the Mighty Jobs campaign wins first prize at the prestigious Swedish Content Awards. Highlighting people who handle various applications in different fields such as agriculture, forestry, mining, airports, and ports, as well as the results of their work, is a successful way to strengthen our industrial operations and awareness of our engines that are the heart of the machines."

– Ann Parmar, PR & Communication Industrial Brand, Volvo Penta

The result

By combining small, carefully selected target groups with broader interest groups, Spoon was able to achieve a strong combination of wide reach and deep engagement in the Mighty Jobs campaign. Across all platforms, the Mighty Jobs campaign generated 35 million views, with a total viewing time of 14 million minutes. Further testament to the campaign's success was the 570,000 reactions, comments, and shares the videos received on Facebook. During the campaign period, the number of visitors to Volvo Penta's website for industrial off-road installations increased by 98 percent. And finally, Mighty Jobs took home gold at the Swedish Content Awards 2019 for best content in the Vehicles & Transport category.