BANGKOK – 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.
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
List of Credits
Client: Volvo Car, Thailand
Managing Director: Chris Wailes
Marketing Director: Jean-David Harel
Snr. Marketing Manager: Kanitpong Nusthit
PR Manager: Nuttha Jittrakom
Advertising Agency: GREYnJ United, Thailand
Chief Creative Officer: Jureeporn Thaidumrong
Executive Creative Director: Andrew Chu
Senior Creative: Thanapol Jiratadaporn
Creatives: Sirichai Yotatikunchai, Wiyada Limratanadamrong, Yusufcan Kayhan
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
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
