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 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.

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