Volvo, , has taken center stage on Broadway with a bold out-of-home (OOH) activation for its new EX90. Unveiled in one of the world’s busiest cultural landmarks, the campaign combines design, innovation, and electrification, positioning Volvo as a leader in sustainable mobility.
What’s the idea behind this campaign?
The creative carries the headline: “Performance worthy of Broadway”. The message underlines the Volvo EX90’s range of up to 310 miles on electric power, framing the model as a new benchmark of performance, design, and sustainability, worthy of the global spotlight that Broadway provides.
Why Broadway as a stage?
Broadway isn’t just a location — it’s a global stage. By placing the EX90 in the heart of New York City, Volvo transforms its launch into an urban event, capturing the attention of millions of pedestrians and drivers. The placement reinforces the EX90’s premium character and Volvo’s ambition to showcase its future-facing innovations on the world’s most iconic advertising canvas.
What makes the execution unique?
The scale, the positioning, and the minimalistic yet striking design set this OOH apart. The creative highlights a sleek electric SUV against the chaos of New York, emphasizing innovation, electrification, and cultural presence. It’s more than a billboard — it’s a performance piece against the backdrop of Broadway.
Why does this campaign resonate with audiences?
Because it connects product innovation with cultural relevance. The Volvo EX90 isn’t only presented as an electric car — it’s framed as a symbol of the future, in a city that thrives on progress and visibility. By using one of the most high-profile OOH stages in the world, Volvo ensures the campaign is both aspirational and accessible.
Final thoughts: Performance meets culture
The Volvo EX90 Broadway showcase is proof that OOH can turn a car launch into a cultural moment. With a powerful tagline, a prime location, and a focus on sustainability, Volvo demonstrates that the future of mobility doesn’t just move — it performs.
FAQs about this campaign
What is the Volvo EX90 Broadway campaign about?
It’s a large-scale OOH activation in New York City, showcasing the all-electric EX90 with the tagline ‘Performance worthy of Broadway’.
Why does the campaign stand out?
Because it places a sustainable, high-performance EV on one of the most iconic advertising stages in the world, blending product innovation with cultural resonance.
How does OOH play a role?
OOH provides scale, visibility, and context — transforming the Volvo EX90 launch into a cultural moment witnessed by millions of passersby in Times Square and Broadway.
What message does Volvo send with this activation?
That the future of mobility is electric, stylish, and ready to perform on the world’s biggest stages.
What can brands learn from Volvo?
That pairing a bold product with a culturally significant location amplifies brand storytelling, turning a launch into a spectacle that resonates locally and globally.
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