Microsoft Advertising & Mindshare Launch 360 Interactive Hub for Volvo
Microsoft Advertising and Mindshare today announce the launch of a new interactive hub designed to showcase Volvo’s V40 R-Design model, built into the Volvocars.co.uk website.
The mobile-optimised hub uses a combination of gyroscopic technology and 360 degree photography in a new way to create an immersive experience that brings both the interior and exterior of the car to life. Consumers viewing the hub on smartphones and tablets will be able to move in and around the car by rotating their device – getting a realistic look and feel for the car and engaging audiences with the V40 R-Design’s key features and benefits as early as possible in the purchase consideration journey.
Built and hosted on the Microsoft Azure platform, the hub will also be supported by behavioural targeted advertising across Microsoft platforms on desktop and mobile including Windows 8 Ads-In Apps, Skype, Xbox and on the MSN Homepage and MSN Cars channel.
The interactive hub launches on 23 March and provides consumers with a full, realistic view of the V40 R-Design’s interior and exterior, as well as giving them detailed information about the car. The site also offers consumers the option of booking a test drive as well as ordering a physical brochure.
Microsoft’s insights around Volvo’s target audience led to the decision to develop an interactive hub that would engage consumers on both an emotional and functional level. Volvo required a creative campaign that would drive greater engagement than traditional CGI mock-ups, offering true-to-life virtual viewing whilst providing an informative guide to purchasing the model. Volvo then chose to direct all its advertising to the new hub built by Microsoft.
Amy Lees, Campaigns Manager at Volvo, said: “Today’s time-poor consumers want a showroom experience at home or on the go to help them make informed decisions about their car purchase. Microsoft’s technology gave us the opportunity to give consumers an accurate feel for the Volvo V40 R-Design in a digital environment, providing useful and relevant content across any device.”
Caroline Knott, Account Director Media Planning at Mindshare, said: “The 360 experience has enabled us to showcase the quality of the V40 R-Design to consumers outside of car dealerships. This allows us to engage an audience in their own time across multiple touch points and drive consideration for the brand. The quality is excellent and really shows off the beautiful interior and exterior. Through combined efforts we were able to execute this within short time frames and deliver a superb result that the client is thrilled with.”
Stuart Flint, UK Sales Director, Microsoft Advertising, said: “Purchasing a car still remains one of the big life decisions for many consumers today. Our insights show us consumers want useful information coupled with creative experiences that really bring products to life – regardless of their location. This campaign is another demonstration of our capabilities to use a combination of our technology, insights and our scale to provide unique solutions for brands. This is another great example of the evolution in how we are partnering with advertisers”
