Digital Showroom Launch
Transforming Volvo Trucks' digital presence for their most significant product launch in 27 years—the all-new VNL.
Volvo Trucks
2022
Digital Experience, 3D Configurator, Product Launch
Group Director, Product Design
Digital Strategy, UX Design, 3D Configurator, Full-stack Engineering, Content Strategy
ANA Ace Awards Gold - Websites
Visitor increase at launch
Configurator builds increase
Sustained page views
Who We Designed For
Fleet operators and next-generation truck drivers evaluating long-haul vehicles
Fleet Managers
Decision-makers evaluating total cost of ownership, fuel efficiency, and driver retention
Owner-Operators
Independent drivers investing in their own rigs who research extensively before purchase
Next-Gen Drivers
Tech-savvy younger drivers attracted to innovation and modern cab technology
The Challenge
The trucking industry moves slowly—digital experiences often lag years behind consumer expectations. For Volvo Trucks' most significant launch in 27 years, the all-new VNL, the website needed to match the innovation of the vehicle itself. How do you create a digital showroom that connects with tech-savvy next-generation drivers while serving the practical needs of fleet operators?
The Approach
What began as a website redesign evolved into a comprehensive digital launch platform. We created an immersive digital showroom featuring an interactive 3D configurator that let buyers spec their truck down to the smallest detail. The experience integrated with influencer marketing, social strategy, and a presidential keynote digital reveal—treating the website as the centerpiece of a multi-channel campaign, not just a brochure.
The Outcome
The launch transformed Volvo Trucks' digital presence overnight. Visitor traffic increased 350% at launch, with sustained page views up 108% post-launch. The 3D configurator drove 991% more builds than the previous year—950 submitted configurations in six weeks compared to 1,045 in all of 2023. The experience earned Gold at the ANA Ace Awards for Websites.
“This new digital experience leapfrogs us years ahead of our competition much like our vehicles. The bar was high and Code and Theory created a digital presence that soared even higher.”