Volvo Lightning-Powered Billboard
Volvo Car Thailand
Issue 46 | April 2018
Agency
GREYnJ United Thailand
Creative Team
Chief Creative Officer: Jureeporn Thaidumrong Executive Creative Director: Andrew Chu Senior Creative: Thanapol Jiratadaporn Creatives: Sirichai Yotatikunchai, Wiyada Limratanadamrong, Yusufcan Kayhan
Production Team
Production - Supplier/Engineering: Macco Group Account Director: Jomkhwun Viroajcheewan Account Executive: Phanisa Kraisornsakul Production Manager: Pairat Huanmaneewat Department Manager: Pongthep Krorruat Production Officer: Thongchai Inthapan Production - Technical and Photography Director of Photography: Basil Childers Technical Director: Byrnley Cadman Radio Production Sound Studio: SongZu, Sydney Sound Engineer: Simone Kane Producer: Jessica Bonney
Other Credits
Client: Volvo Car, Thailand Managing Director: Chris Wailes Marketing Director: Jean-David Harel Snr. Marketing Manager: Kanitpong Nusthit PR Manager: Nuttha Jittrakom Chief Executive Officer: Subbaraju Alluri Chairman: Thor Santisiri Managing Director: Kanaporn Hutcheson Client Service Director: Kanokkorn Seehapan Account Manager: Nantida Tansawai Account Executive: Jiratchana Boontham Agency Producers: Kanoksak Kanchanachuta, Anuchit Sannopphakun, Thanyaporn Damprasert Traffic Manager: Warangkana Naksakul PR: Huma Qureshi PR Agency: MSL Group Thailand PR Group Account Director: Surasa Sophia Khlai-Aksorn Media Agency: Maxus Thailand Digital Media Manager: Sitanun Taveebhol Media Manager: Sorasit Tunanunkul
Date
September 2017
Background
The New Volvo S90 T8 Plug-in Hybrid is a premium sedan that defies the conventions of all electric cars in its class. Equipped with Volvo's intelligent T8 Twin Engine, it generates 407 horse power to provide a V8-like performance, yet with far more fuel-efficiency and far less carbon emissions, while having zero-emissions capabilities on Pure electric mode.
Idea
As the S90 T8 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
Discover the story behind Volvo's #PurePower Campaign:
Volvo Car Thailand Facebook page: https://www.facebook.com/volvoTH/videos/1794833637224870/
Volvo Car Thailand YouTube channel: https://youtu.be/OMJYINQpXDE
Radio:
https://vimeo.com/234917086