Electric Advertising for an Electric Vehicle


Lightning bolts are usually associated with great ideas. In the case of this Installation of the Week, that’s true in a very literal sense. In an effort to promote Volvo’s S90 T8 Plug-in Hybrid luxuy sedan complete with 407 HP back in September, the Thai arms of Volvo’s automobile empire joined forces with GreynJ United for an unforgettable billboard and tandem social media campaign that was actually ignited by a lighting strike during one of Thailand’s famous thunderstorms.  

The objective was to show how electric vehicles can generate power while leaving zero emissions, and Volvo used the outdoor element as the central theme around #PurePower. All that was needed was a little jumpstart from iconic Norse deity Thor and his thunderbolts.

As some of you out there may have guessed, this installation required the use of real lightning rods, which were implemented by Macco Group. Using meteorological data to estimate the time and place of touchdown, the campaign was able to harness the power of lightning to trigger the billboard illumination as well as remote-controlled cameras that filmed the lightshow so the footage could be pushed out on Volvo’s Facebook page.  

Since that time, the campaign has garnered much praise on local news and other social media outlets. Volvo is also feeling the benefits. According to GreynJ United, the S90 T8 Hybrid model has already picked up 10 times more test drives and has sold three times more than any other Thai Volvo campaign. Check out the video below to see the lighting process in action:

About Author

Jason Kushner is a videographer, editor, writer and filmmaker living in the Greater Atlanta Area. With an educational background combining film and journalism, Kushner has shot video and written for a myriad of publications and multimedia projects including Creative Loafing Tampa, TBO.com, Starline Films and Digital Signage Connection. His 2009 documentary American Colonies: Collapse of the Bee became an Official Selection at 12 international film festivals, won Best Documentary at the 2009 Central Florida Film Festival and a John Muir Gold Award at the 2009 Yosemite Film Festival.  In 2015, he became Digital Media Editor for Digital Signage Expo, LightShow West and LED Specifier Summit and has since become Digital Content Manager for those shows’ parent company, Exponation.

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