Volvo
The first car ad you could configure yourself.
For Volvo's 'It's You' V40 campaign, we built the first configurable car ad, letting people customise the car right on a digital out-of-home screen.
the challenge
Volvo aimed to increase consideration of its V40 model amongst those looking for a versatile car to meet city life with its ‘It’s You’ campaign.
the strategic choice
Decreasing the amount of times people needed to consider and configure a car was difficult vs. giving them access to a configurator in more ways.
my contribution
Strategy Director at Mindshare UK.
what changed
Working with Grand Visual on DOOH technology, Volvo ran the first configurable car ad, letting people engage with and configure a V40 right on a digital out-of-home screen.
The insight
People would consider Volvo, but infrequently act - going to the configurator up to 6 times. While Volvo claimed to be for your life, people needed to spend time to configure it in a way that backed up this message.
The strategy
The ‘It’s You’ Configurator. If people needed to configure a Volvo after seeing the ads, why couldn’t the ad be the configurator?
The work
