Creative concept crosses continents

Product Launch

The successful Swedish-heritage concept that helped promote the biggest launch for Volvo Trucks in Europe was adapted for Asia to give the same impact and brand experience.


The biggest Volvo Truck launch in Asia – ever

A+A worked across three time zones with the client in Singapore and the local support in Korea to execute the press event, welcome dinner, entertainment, product reveal, seminars and test-driving. The planning included the set-up of the spectacular Volvo dome – the largest of its kind in the world – as well as extensive preparations for the presenters.

The event exceeded all expectations, sparked sales interest amongst customers and received intense media coverage with a total ad value of almost 4.5m Euro. In all, 1160 customers and 200 journalists from all over Asia as well as 240 Volvo sales representatives attended.