SEEN & NOTED: UNITED KINGDOM — Grand Visual, an award winning, UK-based production and creative technology developer, has introduced a new interactive digital out-of-home campaign on behalf of Volvo. 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.
The interactive campaign, created by EHS4D, a UK-based marketing agency, and produced by Grand Visual, ask the following question: “Want to find out more about yourself? The campaigns' interface enables participants to discover their unique personality type by designing a Volvo V40 that reflects their individuality. A number of options are provided through the 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.
"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 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.
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