Campaign Spotlight

Campaign Spotlight: Volvo Cars and Grey Malaysia Just Launched Drive-In Movies, Where Views are Converted to Drives

KUALA LUMPUR 29th April 2019 – This week sees the launch of Drive-In Movies, the latest campaign by Volvo Cars Malaysia in the second phase of the launch of the new XC40.  Created by Grey Malaysia, the launch marks the first time that Volvo has created films specifically for the Malaysian market.

Produced by Reservoir, the two films were shot in the idyllic countryside of Sekinchan and the exotic urbanscape of KL’s Chinatown.  Telling the personal stories of two of Malaysia’s brightest young upcoming talents:

Quek Shio Chuan – “A Filmmakers Journey”. Fresh from directing his first feature, the award-winning ‘Guan’, the film details Quek’s endless surprise at the sources of his inspiration: 


Angel Ng – “An Angel in Chinatown”  Angel loves the clash of old and new,  the long-time residents, the immigrants & gangsters of Chinatown:  

With the number one sales driver for all new cars being test drives – these films hide a secret that actively recruits a whole new generation of test drivers.  Hidden throughout the films are special XC40 codes, find them and send them direct to the dedicated XC40 WhatsApp number and viewers can win a unique test drive experience to the five-star Majestic Hotel in Malacca.

Rema Chetty, Marketing and PR Director of Volvo Malaysia said, “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”.

Says Graham Drew, Grey Malaysia ECD, “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.”

The campaign is launched this week with a fully integrated digital campaign across Facebook, Instagram and YouTube.   Also supporting the campaign is a unique covermount in The Star containing a mini smartphone projector, enabling anyone to project the new films on their wall.


Grey Team

Graham Drew, Executive Creative Director

Andrew Fong, Creative Director

Jo Yau, General Manager

Brendan Low, Copywriter

Soon Foon, Art Director

Suzy Chiang, Producer

Daphne Wong, Brand Director

Esther Koh, Account Manager

Huma Qureshi, Regional Director PR & Corp Comms

 Production Team

Reservoir Productions Sdn Bhd

 Post Production



About Grey Group

Grey is the advertising network of Grey Group. It ranks among the world’s top advertising and marketing organizations, serving one-fifth of the FORTUNE 500, in 96 countries. Under the banner of “Grey Famously Effective Since 1917,” we continue to break new ground in brand experience across every platform and create lasting consumer connections. Our parent company is WPP. Grey won the 2015 Cannes Lions Innovation and the 2015 Cannes Lions Product Design awards. The agency was also recognized as “2014 Global Agency of the Year” by The Global Awards, “2014 Global Agency of the Year” and “2015 Global Agency of the Year” by ADWEEK, “2014 Agency of the Year” by AD AGE, as well as by FAST COMPANY as one of “World’s 50 Most Innovative Companies.

Partner with adobo Magazine

Related Articles

Back to top button