Volvo Cars was about to launch its most anticipated electric car – the Volvo EX60. At a time when public attention is fiercely competitive, Volvo needed a creative way to build anticipation and create talking points long before the car was officially unveiled.
The challenge was to catch the eye of Stockholm residents and visitors in a way that felt modern, technology-driven and in line with the Volvo brand – without revealing too much. The campaign needed to spark curiosity, create engagement and position the Volvo EX60 as the most talked-about new car of the year even before it was unveiled. Ocean Outdoor Sweden was responsible for making this possible and we at Quality Think were the technical partner.
Quality Think developed a customized DOOH solution with real-time countdown that was placed in several of Stockholm’s most central and busy locations – Stureplan, Sergels torg, at NK and along Kungsgatan. The digital screens displayed a stylish countdown clock ticking down to the exact moment when the Volvo EX60 would be revealed to the world.
Each screen was adapted to its unique location and linked to a central control system that ensured perfect synchronization in real time. The design adhered to Volvo’s minimalist design language with dark tones, subtle lighting effects and the iconic Volvo logo – all to create a sense of exclusivity and mystery. In the final 24 hours, the experience was intensified with animated sequences and short teaser messages that added to the excitement.
The campaign became one of the most high-profile launch activations in Stockholm in years. The real-time countdown created a viral effect where passers-by photographed the screens and shared the images on social media – generating huge organic engagement far beyond the physical locations.
The Volvo EX60 Countdown demonstrated how digital outdoor advertising can be used to build genuine anticipation and create a shared experience in urban spaces. Combining technical precision with creative storytelling, the streets of Stockholm were transformed into a stage for one of the most talked about car launches of the year. The result reinforced Volvo’s position as a forward-thinking brand and set a new standard for how car launches can be realized in public space.
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