Volvo has initiated a digital out of home campaign to promote the launch of the All-New Volvo V40. Created by EHS4D and produced by Grand Visual, 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.
The interactive campaign poses the question, “Want to find out more about yourself?. The interface allows participants to “Discover your unique personality type by designing an All-New Volvo V40 that reflects your individuality.” This is done by selecting 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.
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. Participants will also be sent their configured V40 in a dynamic, personalised email.
The ‘Individuality’ concept was created by EHS4D, the media campaign was planned and booked by Mindshare and Kinetic Fuel, while the campaign was delivered via Grand Visual’s OpenLoop platform.
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.”
Jimmy Thompson, Associate Creative Director at EHS4D, said: “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.”
Dan Dawson, Digital Director at Grand Visual, said: “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 personalised V40 creations to a broader audience across the UK.”
Alix Wood, Grand Visual, 07 989 068 416, alix.wood [at] grandvisual.com.
About Grand Visual
Grand Visual is an award winning, production and creative technology company. Grand Visual has pioneered creative and production techniques for Digital Out-of-Home as well as building technology platforms and campaign management systems and services to facilitate effective use of the medium.
Launched in 2005, Grand Visual has won awards and delivered a number of “media firsts” in the digital out-of-home arena and we continue to push the boundaries in what is an exciting area for digital media.