Volvo has launched its first AI-generated brand film worldwide, and the first of its kind in Saudi Arabia, as part of its Come Back Stronger campaign – in partnership with Electromin, Petromin’s e-mobility division; LION, the creative arm of Fast Ventures; media and marketing partner Platformance; and PR and influencer support from PR Arabia.
Leaning into a multi-channel, data-driven approach to maximise to drive awareness, engagement, and conversions, aligning with Vision 2030’s sustainability goals and evolving consumer behaviors. across high-potentialand audiences and high-intent shoppers, the campaign ran across:
- Instagram – targeting a premium lifestyle audience;
- TikTok – engaging tech-savvy and eco-conscious youth with short-form videos;
- Snapchat – reaching Gen Z and millennials through Story Ads and Collection Ads;
- X – connecting with sustainability advocated through promoted Tweets;
- YouTube CTV – delivering cinematic brand storytelling to households via Connected TV;
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Google Display and YouTube Discovery Ads – serving contextual, in-market display ads to auto-intenders.
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as well as through Platformance’s programmatic DSPs.
Hussein M. Dajani, Petromin’s Chief Marketing Officer, said, “Volvo’s return to the region deserved more than just another campaign, it needed a statement. By harnessing AI, we have transformed the way stories are told, delivering a film that is both visually stunning and executed with remarkable agility. This is what the future of marketing looks like, a perfect balance between vision, technology, and creativity. I am incredibly proud of what we have achieved with LION, whose expertise brought this idea to life in record time.”
The brand’s first-party data was leveraged to retarget users who visited Volvo’s site or engaged with the dealership CRM data. With a focus on audiences engaging with EVs, sustainability and luxury automotive brands, the brand also leaned into interest-based and behavioural targeting.
The campaign also focused on high-intent audiences in Riyadh, Jeddah and the Eastern Region of Saudi Arabia through geotargeting, as well as contextual targeting through display ads on premium automotive, tech and sustainability-focused websites.
This strategy ensured optimised efficiencies by aligning cultural relevance, audience intent and media efficacy, blending storytelling, high-impact visuals and data-driven retargeting to stand out, drive engagement and convert high-value customers in the Kingdom.
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Balancing cutting-edge AI with human storytelling for a ‘faster, sharper’ and more creative campaign
The AI-generated brand film was created with the objective of building an emotional bridge between the brand and its audience in the Kingdom.
Aiming to be more than just good content, it makes a bold statement about Volvo’s relaunch in the region by blending Volvo’s legacy with the spirit of those residing in the Kingdom and resonating with Saudi culture through storytelling.
Artificial intelligence was leveraged to craft every visual element – from image generation to animation. Three advanced AI tools worked together to create a seamless, cinematic experience. The only human-driven elements were the music and voiceover, produced in professional studios for authenticity and emotional depth.
The campaign highlights AI’s potential to enhance storytelling while preserving human creativity, and aims to shape the future of storytelling in Saudi Arabia.
Calling the campaign a ‘turning point’, Osama Siddiq, LION’s Founder and Executive Creative Director, said, “With AI, we’ve shifted gears in how brands tell stories. It’s faster, sharper, and lets us explore ideas that were once out of reach. This is where creativity meets tomorrow.”
The innovation lies in the process. LION’s AI powered approach slashed production timelines, turning months into weeks.
“The technology didn’t just speed things up, it opened new creative avenues, refining the film with precision and impact. Electromin brought its smart mobility expertise, aligning the project with Saudi Arabia’s push for sustainable progress.” Siddiq added.
All in all, the film intends to do more than mark Volvo’s comeback. It mirrors Saudi Arabia’s drive toward innovation and resilience.
CREDITS:
Client: Volvo
Chantelle Roddan: Consumer Experience, Volvo Car Importers EMEA
John Duggan: Regional Business Manager, Volvo Car Importers EMEA
Client: Electromin
Hussein M. Dajani: Group Chief Marketing and Customer Centricity Officer, Petromin
Mark Notkin: Chief Innovation Officer, Electromin
Khalid Al-Saggaf: National Sales Manager, Electromin
Creative agency: LION Creative
Azeem Afzal: Chief Executive Officer, LION
Osama Siddiq: Executive Creative Director, LION
Momina Khan: AI Art Director, LION
Ali Asif: Creative Lead, LION
Shaden Alsalamh: Arabic Copywriter, LION
Alaa Almaaliki: Account Executive, LION
Media agency: Platformance
Waseem Afzal: Chief Executive Officer, Platformance
Amjad Puliyali: General Manager, Platformance KSA
Sima Sukkar: Senior Executive, Platformance
PR and influencers: PR Arabia
Khaled Karanouh: Business Development Manager, PR Arabia
Sally Hajjan: Account Manager, PR Arabia
