Kinetic Active takes Volvo to shopping centres
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Volvo invited consumers to ‘test how Swedish they are’ as it showcased the Volvo V40 R-Design marque in an experiential and Digital Out-of-Home campaign in malls this summer with JCDecaux.
Audiences across the country were encouraged to ‘defy convention and liberate themselves “von der norm”‘ as part of Volvo’s ‘Defectors Willkommen’ Outdoor advertising campaign. Designed to drive consumers away from the ‘trusty’ German models, Volvo’s tongue-in-cheek experiential campaign, with JCDecauxLive, invited consumers to interact with the Volvo V40 R-Design marque and ‘test how Swedish they are’ on a number of iPads for the chance to ‘win a Swedish adventure’.
Deploying screen and space, Volvo also ran a DOOH campaign on JCDecaux’s Mall Digital 6-sheet and M-Vision networks to promote the competition and encourage audiences to #ThinkSwedish with messages, such as: “Newcastle was 73% Swedish” and “Southampton was 75% Swedish”.
Planned and booked by Mindshare and Kinetic Active, the experiential tour reached consumers in malls nationwide, including: Bullring, intu Metrocentre, Cabot Circus and WestQuay.
