The Campaign

As its arrival coincided with the thunderstorm season in Thailand, we seized the opportunity for an unconventional campaign that paralleled the S90 T8 uncompromising power to the most powerful, yet purest, form of electrical power on Earth.

The Brief

Production for billboard 770,000 THB Media fee for billboard location 4 months 1,680,000 THB

Creative Execution

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

Awareness results - Over $4 Million worth of free media - 4 Million views on digital channels - PR Coverage in over 50 marketing/advertising publication worldwide - Most searched "Plug-in Hybrid" brand during launch campaign period Business results - Generated record of 10X more leads online accelerating test-drives - 3X more monthly sales than any previous Volvo Thailand campaign - Biggest crowd at International Motor Expo in Volvo Thailand history

Explain why the method of promotion was most relevant to the product or service

As the S90 T8 was expected to arrive during the peak of the thunderstorm season in Thailand, we built a billboard to grab people attention and also build brand's awareness. People can get engaged and experience the power of T8 through this billboard.

To generate buzz before its arrival in Thailand, we took advantage of the thunderstorm season by creating Volvo’s “Lightning-Powered Billboard”. Inspired by Thor, the Swedish God of Thunder, the billboard had the exceptional ability to harness the pure power of lightning. Equipped with custom-engineered lightning rods, placed right above Volvo’s unique Thor’s Hammer headlight, it had the power to command lightning, which is the most powerful and cleanest energy to descend and metaphor that Volvo put great power in control. Resulting to a world-first electrical phenomenon that dramatized the unexpected and unconventional power of a hybrid car in a spectacular and striking way.