Volvo Car Malaysia has scored a historic showing at the 2026 Malaysia Effie Awards, taking home the Grand Effie, Brand of the Year and a Gold Effie for its “Selamat” campaign.
The win makes Volvo the first automotive brand in the Malaysia Effie Awards’ history to receive a Gold Effie, with the campaign also picking up a Bronze in the Automotive – Vehicles category and becoming a finalist under Multicultural – Products.
The recognition comes shortly after Volvo Car Malaysia launched its updated flagship electric SUV, the Volvo EX90.
How ‘Selamat’ Turned Safety Into a Malaysian Conversation
Launched earlier this year, the campaign initially teased what appeared to be a mysterious new automotive brand called “Selamat”, using camouflaged vehicles, digital outdoor advertising and social media to generate curiosity.
The eventual reveal was that Selamat wasn’t a new car brand at all, but a campaign by Volvo centred around its longstanding association with automotive safety.
The concept played on the meaning of the Malay word “selamat”, commonly heard in everyday phrases such as Selamat Pagi and Selamat Jalan, while also carrying the meaning of being safe or protected.
Instead of focusing heavily on vehicle specifications and safety technologies, the campaign used that familiar word to frame road safety as something more personal and culturally relevant to Malaysians. According to Volvo, the campaign achieved a 90.8% measurable response, helping establish the message, “Selamat itu Volvo, and Volvo itu Selamat.”
The campaign also extended beyond digital advertising. Activations included a fleet of camouflaged vehicles around Kuala Lumpur, the Selamat Drive at Sepang and the Selamat Crash Car, allowing audiences to experience the safety message in physical settings.
Volvo worked with Invictus Blue, Grey Malaysia, Dox Digital, LAB Activations, Directors Think Tank and Live Experience to develop and execute the campaign across creative, media, digital and on-ground experiences.
Following its Grand Effie win, “Selamat” could now be considered for further recognition on the global Effie stage. Volvo Car Malaysia also plans to continue using Selamat as an ongoing platform for future road-safety education, community initiatives and experiential campaigns in Malaysia.