Volvo – Configurable Car Ad

Objective:

Volvo aimed to increase consideration of its V-40 model amongst those looking for a versatile car to meet city life with its ‘It’s You’ campaign.

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.

Approach: 

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.

Idea:

The “It’s You” Configurator – if people needed to configure a Volvo after seeing our ads, why can’t the ad be the configurator. Using DOOH technology and working with Grand Visual, we enabled the first configurable car ad – giving people the ability to engage with and configure a Volvo right on a Digital out of home ad.

// Agency: Mindshare UK

// Role: Strategy Director