Bangkok--2 Apr--Vivaldi
Volvo Car Thailand, in partnership with GREYnJ United, has won the Gold award for its marketing campaign 'PURE POWER and its lightning-powered billboard at Adfest 2018. Adfest is the annual creative festival which recognises leading firms that are able to stay at the forefront of the rapidly changing creative, marketing and production industries. It has evolved to become one of the region's most premium celebrations of creativity.
Volvo's campaign is a very unique creative marketing initiative which harnesses the Pure Power of naturally occurring lightning storms to power a massive Volvo billboard depicting the much-awarded Volvo Twin Engine technology, which combines both petrol and electric drive modes.
Jean-David Harel, Marketing Director, Volvo Car (Thailand) Ltd., explained that the challenge of this campaign called PURE POWER was to introduce the S90 T8 Twin Engine in a surprising and unexpected way so as to create attention, excitement and understanding among Thai consumers. He says, "We wanted to associate our cultural heritage using the Thor's Hammer and its lightning strike with the T8 Twin Engine capabilities to deliver powerful and pure energy. The campaign objectives were focused on demonstrating the technological uniqueness of the T8 Twin Engine to support the
Electrification brand message from Volvo Cars coming to Thailand. 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 Maco 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.
With such an innovative and prominent campaign, Volvo has been elevated to be 'the most searched plug-in hybrid' brand for the duration of campaign. It also helped to generate 300% more in monthly sales than any previous Thai Volvo campaign.
"Volvo Lightning-Powered Billboard"
About Volvo S90
The next generation of Volvo Cars' push into the luxury segment is represented by the Volvo S90 which was created by combining exquisite, natural materials with sophisticated, intuitive technology. The S90 offers key features including superb detection capabilities to pick out pedestrians, cyclists and – a world first – large animals in the road. Your car will warn you, and if necessary, brake if you don't intervene. Park Assist Pilot meanwhile is like having your own valet to park your car for you. It works out whether a space is large enough, and then takes over the steering to guide you into it. 360? camera feature makes parking and low-speed manoeuvring in narrow places simple, providing a bird's eye view of everything surrounding the car on the centre display.
About Adtech 2018
Founded in 1998, ADFEST is the ideal place for the creative industry to gather, network, exchange ideas, and meet new friends. With less than 200 delegates its 1st year, ADFEST now welcomes over 1,200 delegates from all over the world each year. It is the annual creative festival not to be missed to stay at the forefront of the rapidly changing creative, marketing and production industries.
ADFEST not only raises the standard of creative excellence in the region, it also celebrates the uniqueness of local culture. It is a learning hub for those in the communication industry through showcasing of the region's best creative works and inspiring content from experts in various disciplines. It is also the perfect place to relax, learn, and meet new friends in the industry.