Volvo Thailand: advert-body-1 by GREYnJ United

The Volvo S90 T8 Hybrid was expected to arrive during the peak of the thunderstorm season in Thailand, Volvo Car Thailand and GREYnJ United seized the opportunity for an unconventional campaign that paralleled the car’s uncompromising power to the most powerful, yet purest, form of electrical power on Earth.

At the core of it, was the first-of-its-kind “Volvo Lightning-Powered Billboard” – a monumental billboard with the exceptional ability to entice a lightning strike. In collaboration with the engineers from Macco Group, the billboard was fitted with custom-engineered lightning rods, designed to create 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 Cars Thailand Facebook page.

Social media activations centered on the hashtag #PurePower engaged followers and created online buzz gaining almost $4 Million of free media coverage, and boosted Volvo to the most searched plug-in hybrid brand for the duration of the campaign. The campaign was also supported by radio and various online & digital OOH channels, and sparked a record of 10x more leads that accelerated test-drives. Most importantly, it generated 3x more monthly sales than any previous Thai Volvo campaign.

After the skies put on an electrifying show during the past thunderstorm season, the Thailand International Motor Expo started on 30 Nov and the S90 T8 will be on display for consumers to experience pure power first hand. #PurePower