"Scandinavian carmaker Volvo drove down the digital out-of-home route for a campaign to help launch its new Volvo V40 earlier this year.
The campaign included interactive digital signage screens that allowed consumers to personalize their own V40 model and then see their creations showcased on screens at rail stations across the U.K." Full article.
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| Volvo touch screen digital signage at a bus stop |
What's compelling here is not only the interactivity but the fact that your own creation will be shown elsewhere as part of a multi-channel campaign.
We've had quite a few clients ask us about touch screen digital signage and yes, it is easy to do in terms of the technology but what is not so straightforward is the content.
The Volvo campaign is clever because it's in front of a captive audience who has time on their hands (until the next bus anyway), the consumer is creating something that others will see and it's new and different compared to what their competitors are doing. What a great idea.
So, my question is, why aren't we as creative internally with digital signage and large screen communications? People have shorter attention spans, crave interactivity and consume content quicker than ever before.
We should make use of this desire for new technology while it's still novel. Digital signage is a great channel away from the desk - it reaches employees when they are in a different frame of mind. Used correctly, digital signage can really stand out and get attention.
If you want to know more about adding touch screen functionality contact me for more details.
