Global launch campaign for an electric SUV
Volvo made its smallest SUV feel big by shrinking everything around it.
AKQA created the global launch for Volvo Cars’ fully electric EX30, positioning the brand’s smallest SUV as “small is mighty.” The campaign used playful shifts in scale and perspective, beginning with an unboxing film featuring Volvo Cars CEO Jim Rowan alongside miniature, regular, and giant versions of the car. AKQA extended the idea across social teasers, influencer miniature kits, a live YouTube premiere, and a Milan reveal event with oversized installations and immersive rooms that highlighted safety, materials, and interior sustainability. The narrative continued at Volvo Studio Milan and in a hero film showing the EX30 moving through macro landscapes made from its own materials. The result reframed the typical car reveal with a distinctive creative platform that drove strong views, press coverage, site visits, and social reach.
Insights
- Small is mighty works because it describes both the product and the campaign mechanics. The EX30 remains compact while people, props, landscapes and expectations repeatedly change scale around it.
- Casting Volvo's CEO in miniature, normal and giant forms makes an executive presentation unexpectedly playful. The joke humanises a brand known for serious claims without making safety or sustainability feel trivial.
- Scale becomes a flexible platform rather than one film effect. It carries miniature influencer kits, an unboxing premiere, giant event installations, macro material landscapes and quiet outdoor lines such as For small egos.
- AKQA reports more than one million YouTube views in the first five days. That confirms the clarity of the launch hook, but the broader sustainability story still needs product evidence beyond the spectacle of the reveal.
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