VOLVO trusts in Real Time OOH

To promote the new Swede, Volvo is trusting in an equally unique advertising staging: A waiting shelter branding with City Light, which invites passers-by into the Volvo Design Cube with messages that have been adapted in real time at the highly urban location at the Wiener Ringstraße by the City Hall. Initiated as Mindshare's First Mover campaign together with Gewista. The creative agency FUEL is responsible for the creative implementation.
 

As unique as the interior of the new Volvo XC40 is, just as unique is the "interior" of the Totalbranding waiting shelter, which was designed and implemented by the advertising agency FUEL. In addition to a classic City Light and film applied to the glass surfaces of the waiting shelter, which also inform about the Volvo Design Cube located just behind the waiting shelter, is the highlight of the staging: A digital screen that gives passers-by an individual and tailored message in real time with the help of a programmed input tool. In order to attract the attention of the passers-by, a notification tone is played with each change of text. The implementation is carried out by supervisors who are positioned in the visual environment of the waiting shelter. Outside of live texting times, 17 different Volvo product spots will be aired, which will change depending on the day and time of day. The waiting shelter production with Real Time City Light is a First Mover campaign by Mindshare together with Gewista, which also follows a DOOH-Mediamix with digital city lights in Vienna, Salzburg, Graz, Linz, Klagenfurt and Bregenz.

 

Mario Höltl, Marketing Manager Volvo:"The individual approach via the screen in the waiting shelter allows us to achieve contact with passers-by in the immediate vicinity of the Volvo Design Cube in a charming and innovative way. Targeted invitations to discover the new Volvo XC40 on-location help lower the "entry barrier" and increase showroom frequency. "“

 

Christine Antlanger-Winter, CEO Mindshare says: "Through this real-time implementation in OOH, we can prove that the possibilities that arise through the digitalisation of classical media increase relevance. The message is adapted in real time to the environment. Therefore we reach each person in an individual and personal way.

 

"Total-Look waiting shelter brandings with foiling and city lights," says Andrea Groh, CSO Gewista, "offer ever more diverse interaction possibilities through the integration of digital Touchscreens, which our Innovative & Ambient Media Unit develops together with our customers and through which the recipients can be addressed directly. Volvo and Mindshare are reinforcing the presence of the Volvo Design Cube, located behind the waiting shelter, with this impressive, highly creative advertising design. This ensures a high sustainability value for the brand and the advertised model."

 

 

Contact:
Christian Brandt-Di Maio
Corporate Communications Manager
E-mail: christian.brandt-dimaio@gewista.at
Mobil: +436641000 807