Not only was this the first car that Volvo had built in the U.S., but they were looking at the new S60 as the car that would keep them in the ring with all the other luxury sports sedans.

Either way, there was a lot of pressure for the S60 launch to be successful. Which meant there was a lot of pressure on the employees and technicians that were building the cars in the factory to meet a tight deadline for distribution. And when people are put under a lot of pressure, over time, morale will always naturally start to decline. And when you have low morale, the feeling that follows is doubt.

In order for the S60 to be a successful launch, Volvo needed their employee’s morale, and pride for the S60, to be at an all-time high. And one of the ways we thought we could get them excited, is by validating their efforts with some public recognition for all of their hard work.

So the idea we had was to launch a series of digital billboards on the main roads that led to their new US factory in Charleston, South Carolina.

These were the roads that all of the employees drove to work everyday, accompanied with hundreds of thousands of other daily commuters along side them.

Then on these billboards, instead of just promoting the upcoming launch of the S60, we promoted each and every one of the employees and technicians who were a part of bringing the S60 to life.

We also installed a camera next to the billboards to capture every name as they appeared. Each photo would then be sent to a database, then emailed to every individual as a ‘thank you’ for their efforts.

Soon, employees began to share the photos on their social channels with a sense of pride and validation that they were a part of something bigger than themselves.

Within days of launching the billboards, employee morale was at an all-time high, and the cars were built and shipped out in time for global distribution. Helping the S60 become one of the best selling sports sedans in 2019.