Award: CAMPAIGN CATEGORIES \ C25. Best Launch

The Volvo ES90 Asia Premiere introduced Volvo’s new electric flagship to Asia through a launch designed to challenge the spectacle typical of automotive unveilings. Inspired by Volvo’s philosophy of balance, the experience was built around a simple insight: in a world moving faster every day, time has become modern luxury. The launch translated this idea into a calm, focused environment that allowed the vehicle and its design to lead the narrative.

The approach quickly captured media, influencer, and industry attention across Thailand. Within days, ES90 achieved #1 share of voice in Thailand’s premium automotive segment based on total online conversations. The momentum translated into immediate market response: ES90 became Volvo Thailand’s top-selling model before customer test drives began.

The launch demonstrated how a clear strategic idea can shape both perception and demand.