Volvo and Grey Malaysia launch ‘SELAMAT’ to reintroduce safety ahead of ES90 debut

To ignite attention to Volvo’s latest new model launch, the ES90, Volvo Malaysia instead launched an entirely new car brand called ‘SELAMAT’. Grey Malaysia, in partnership with media agency Invictus Blue, devised a fully integrated creative campaign, with a specially designed camo car, digital outdoor, and digital assets with no mention of Volvo. All specifically created to re-engage Malaysians with Volvo’s core values in safety.

In Malaysia, “Selamat” has a double meaning. Spoken every day, most often used to wish each other well – Selamat Pagi or safe journey, Selamat Jalan. ‘Selamat’ in isolation also means ‘safety’ – a belief that has been the foundation of Volvo’s Malaysian presence since 1966.

The campaign launched on 15th January with the new ES90 disguised with a specially designed ‘Selamat’ camo wrap, which was driven around Kuala Lumpur for a week, creating a wave of buzz across social media. This was supported by a ‘Selamat’ digital outdoor, social and dedicated website that drove speculation and attention to a launch event on 22nd January, where Volvo revealed that ‘Selamat’ is Volvo. What appeared to be yet another new EV entering the market was revealed to be the original pioneer of automotive safety, returning with the same values that have defined it for almost a century. The campaign also included a film which was directed by Sling and produced by Directors Think Tank.

Patricia Yaw, Sales & Marketing Director of Volvo Car Malaysia, said: “The electric vehicle landscape in Malaysia is growing fast. New brands are entering the market, many of which assert their own claim towards advanced technology and safety. In a world where everyone says they are safe, safety risks becoming just another feature, something spoken about, but rarely felt. For Volvo, safety has never been a claim. SELAMAT reflects our belief that true progress lies in giving drivers confidence, foresight, and peace of mind on every journey. As mobility continues to evolve, SELAMAT ensures that human life remains at the centre of everything we do.”

Graham Drew, Chief Creative Officer Grey Malaysia, said: “We needed to re-engage Malaysian drivers with the vital importance of safety inside and outside the car, how it has it has been the very foundation of Volvo from the very outset. So, instead of launching a new model, we pre-launched a ‘new’ brand ‘Selamat’ – a literal campaign vehicle that carried this promise at the very heart and created a launch platform for a new 12 month campaign re-establishing Volvo’s leadership in the most essential part of motoring.”

Today, Volvo Car Malaysia officially launches SELAMAT, a thematic campaign running throughout 2026, designed to transform road safety from a regulatory mandate into a shared culture.

Throughout the year, Volvo Car Malaysia will host a series of on-ground activations and educational initiatives to reassert the importance of safety fundamentals. These efforts will build towards a major milestone – the SELAMAT Drive, slated for Q2 2026. This flagship driving event will allow Malaysians to experience the synergy between safe driving habits and Volvo’s innovative technologies in a real-world environment.

Credits
Creative Agency: GREY Malaysia
Chief Executive Officer: Irene Wong
Chief Creative Officer: Graham Drew
Managing Director: Cindy Quek
Executive Creative Director: Jeremy Yeoh
Creative Director: Andrew Fong
Group Brand Director: Daphne Wong
Associate Creative Director: Ashrah Sheh
Senior Art Director: Soo Soon Foon
Senior Copywriter: Filominaa Anthony
Senior Brand Manager: Vinod Manoharan
Senior Strategic Manager: Alyssa Teh
Art Director: Griselda Gui
Agency Producer: Suzy Chiang
Project Manager: Wan Naim
Brand Intern: Adam Idril

Media Agency: Invictus Blue
Group Chief Executive Officer: Jo Yau
Group Strategy Director: Chen Shi Yen
Deputy General Manager: Ooi Wai Cheuck
Associate Media Director: Rachel Tan
Media Manager: Tom Goh
Senior Manager, Planning & Strategy: Alyssa Rizal
Senior Executive, Planning & Strategy: Lim Wen Jane
Integrated Project Manager: Ashley Chea
Research & Insights Director: Sharika Muhamad

Film Production: Directors Think Tank
Film Director: Sling
Executive Producer: Pat Singh
Producer: Shu Ying
Editor: Jeff Ho
Post-Production: Tank3
Executive Producer: Sivagamy Jeevapragasam