Volvo’s Ad Campaign Uses Interactive Digital Out-of-Home Media to Invite Consumers to Create Their Perfect Test Drive
UNITED KINGDOM — Want to find out more about yourself? Volvo’s latest ad campaign lets consumers do just that by getting up close and personal using a new interactive digital out-of-home campaign created by EHS4D, a UK-based marketing agency, and produced by Grand Visual, an award winning, UK-based production and creative technology developer.
Volvo’s campaign asks consumers to explore the wide-range of available option for their new V40 sedan using an interactive touchscreen interface. Based on the user’s final section of options, the interactive program selects the category that best reflects their unique personality type, such as “The Fiery One” for a decked out red sports model. A number of options are provided through the street-level interactive interface that include selecting the V40’s color, alloys, interior, and driving mode. Based on the end result, a unique, individualized V40 car profile is created that reveals the users personality type and description based on the criteria that they have 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. The campaign launches Volvo’s new V40 model using JCDecaux’s network of outdoor interactive 6-sheet touch screen displays at bus and railroad stations across the United Kingdom.
“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,” said Kylee Rush, at Volvo Car UK. “It allows people to easily interact with the All-New Volvo V40, and personalize the car to their own taste. It clearly communicates the capacity for consumers to individualize and hone their Volvo V40 to make it their own.”
“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,” said Jimmy Thompson, Associate Creative Director at EHS4D. “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.”
“This campaign makes the most of the medium by engaging commuters with one to one content at bus stops where dwell times are high, and then dynamically delivering their personalized V40 creations to a broader audience across the UK,” said Dan Dawson, Digital Director at Grand Visual.
The DOOH Ad Network Locator is a free online resource designed to help media buyers, planner and brand strategists identify place-based digital out-of-home advertising networks by location, venue type, demographics and reach. There are more than 160 advertising-based networks organized by country that include Australia, Canada, United States and the UK. The United States is organized by venue type as it has the broadest range of venue categories, with the greatest number of ad-based networks operating within each category.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place Based (DPB) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Digital place-based screens can be found in locations that include transportation hubs such as airports, railway and bus terminals; executive networks in office-building lobbies and elevators. Other venues include shopping malls, gas stations, fast-casual restaurants, fitness centers, hotels and more.