Brief Explanation

The first-of-its-kind “Lightning-Powered Billboard” is a giant billboard with the exceptional ability to entice a lightning strike. In collaboration with the engineers from Maco Group, we erected the tallest billboard in an area where a multitude of lightning strikes have been witnessed and previously reported. Fitted with custom-engineered lightning rods designed to attract lightning bolts within a 100 meter radius, the billboard created a world-first spectacle of pure power whenever a thunderstorm occurred above. Data collected from the meteorological department allowed the tech team to monitor the approach of a thunderstorm to the billboard, and with the help of multiple cameras and infra-red sensors, consumers could witness the unique electrical phenomenon on Volvo Car Thailand Facebook page. The “Lightning-Powered Billboard” was amplified with social media activations centered around #PurePower, and was also supported by radio, online and various digital outdoor channels.