Adrian J Cotterill, Editor-in-Chief
In the UK, Volvo has initiated a digital out of home campaign to promote the launch of the All-New Volvo V40. Created by EHS4D, the campaign includes interactive and dynamic content strands that allow consumers to personalise their own V40 car model on JCDecaux touch-screen interactive 6 sheets AND then see their creations run on screens at rail stations across the UK.
Jimmy Thompson, Associate Creative Director at EHS4D told us “The All-New Volvo V40 is for those who want to stand out from the crowd, so it’s fantastic to be able to use innovative media to express that idea. It allows us to be both disruptive and make a huge impact across a broad network. And just as importantly, we’re able to capture the details of those who interact with the campaign.”
The interactive campaign poses the question, ‘Want to find out more about yourself?‘ and the interface allows participants to select the colour, alloys, interior and driving mode of the car before revealing their unique individualised V40 car along with their personality type and description based on the criteria they selected!
The final screen prompts users to enter their name and email address for the chance to win the perfect test drive ‘designed around you’ in Sweden.
To top things off, completed entries from the interactive 6 sheets are then screened across JCDecaux’s D6 network where participants can see their name alongside their individual V40 car in busy rail stations nationwide.
Kylee Rush, at Volvo Car UK, commented “Volvo’s Scandinavian origins provide a unique opportunity to explore the simplicity in design and to create vehicles that are designed around people – and this campaign is a brilliantly engaging example of how we’re bringing that to life. It allows people to easily interact with the All-New Volvo V40, and personalise the car to their own taste. It clearly communicates the capacity for consumers to individualise and hone their Volvo V40 to make it their own.”
The ‘Individuality’ concept was created by EHS4D, the media campaign was planned and booked by Mindshare and Kinetic Fuel.
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