Volvo Malaysia rewards eagle-eyed viewers of its latest ads with test drives

A Volvo campaign for XC40 created by Grey Malaysia specifically aimed at increasing test drives for the vehicle. Embedded in the two commercials which told the stories of filmmaker Quek Shio Chuan and bartender Angel Ng, were a series of codes, blended into the backdrop.

People who would wanted a test drive took screenshots of these numbers and passed them along to Volvo in return for an invitation.

Also on offer was the grand prize of a luxury weekend retreat at the Majestic hotel at Malaca. This marked the first time Volvo had made films specifically for Malaysia.

The campaign tied into the belief that test drives remain the number one motivator of sales for new cars. It was also an attempt to target a younger generation of customers who are perhaps used to freezing frames to pick up hidden details, plot points and easter eggs in films and television shows.

Grey Malaysia executive creative director Graham Drew said: “We’re so lucky to be able to shoot in such richly textured places as Chinatown.  

“But the problem with most car films is that people just watch them and move on, it doesn’t occur to them that they can drive that amazing car they just watched.  By gamifying these beautifully shot films we’ve found a whole new way to generate leads for test-drives.”

Volvo Malaysia marketing and PR director Rema Chetty added: “The new XC40 is a game-changer for Volvo, appealing directly to a younger and more dynamic audience.  Quek and Angel are great examples of the modern face of Malaysia, and it’s great to be able to show the agility of the new XC40 against the backdrop of our beautiful country”.

The campaign is running across all digital media and also via a print innovation in The Star newspaper.


Executive creative director: Graham Drew

Creative director: Andrew Fong

General manager: Jo Yau

Copywriter: Brendan Low

Art director: Soon Foon

Producer: Suzy Chiang

Brand director: Daphne Wong,

Account manager: Esther Koh,

Regional director PR and corp comms: Huma Qureshi,

Production team: Reservoir

Post-production: VHQ


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