A Scandinavian luxury brand. A Bogota band with over a decade building one of the most genuine stories in Latin pop. At first glance, the match isn’t obvious. But when you look closer, it makes perfect sense.
Volvo Cars Colombia, represented by Astara, chose Morat to launch the EX30, its 100% electric compact SUV, in the Colombian and Latin American markets.
The collaboration kicked off at El Campin stadium in Bogota, during Morat’s Los Estadios Tour: more than 90,000 fans who sold out tickets in 24 hours. Volvo was present both outside and inside the stadium. Angela Bolivar, Marketing Manager of Volvo Cars Colombia, put it plainly: “We want the Volvo EX30 to become the car of their dreams. It’s a minimalist, technological, sustainable, 100% electric vehicle: it aligns perfectly with the concert’s themes of dreams.”
Then came the regional campaign: exclusive content, live activations, and immersive experiences across several Latin American cities throughout 2025, always with Morat’s music as the connecting thread.
Volvo has spent decades positioning itself around safety, conscious design, and sustainability. Morat has spent more than a decade building a narrative about the moments that define life. Their lyrics speak about exactly what Volvo wants to communicate with the EX30. “This connection is authentic, as the band’s lyrics, which speak of life’s defining moments, are a perfect reflection of the EX30’s purpose,” Volvo stated at the official launch.
Morat didn’t just give the EX30 visibility. They gave it an emotional universe. They gave it the right audience at the right moment. And they did it in a way that didn’t feel like advertising, because it wasn’t.
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