The digital signage solutions space is rapidly changing, so it’s important to keep up with emerging trends and learn from the latest digital content strategies.
A good example is Volvo’s latest digital signage campaign for the new V40, which enables the public to participate in a personality quiz while they wait for a bus or train. It uses an outdoor interactive network of 6-sheet touch screen displays at railway stations and bus stops throughout the UK.
This interactive campaign features some carefully thought-out content. People waiting for trains and buses are asked, “Want to find out more about yourself?” Participants can then go on to take a test to reveal their own individual personality type by designing a Volvo V40. Users can select the driving mode, colour, interior and alloys using the interactive interface. The end result is a personalised unique Volvo V40 profile created by the user that reflects their personality.
Users are then invited to enter a competition to win the chance to test drive a V40 in Sweden. However, they must enter their name and email address first, providing Volvo with invaluable contact information. This is very clever marketing indeed.
Volvo explains that the campaign is based on the Scandinavian tradition of effective, simple design. The aim is to engage potential customers and demonstrate how Volvo builds its vehicles around people. The capacity to personalise the new Volvo V40 is communicated to consumers through the interactive digital out-of-home campaign.
Bus stops and railway stations are the perfect locations for digital signage solutions, allowing businesses to reach an audience that is typically pushed for time. Dwell times are generally high at these locations, and we’ve all experienced those feelings of boredom when our train has been delayed. This campaign makes clever use of the context of its digital signs.
Volvo’s campaign is a great example of how businesses can successfully harness the technology of digital signage solutions to produce a unique and engaging content strategy by thinking outside of the box.
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