Consumers in malls nationwide were tested to see how ‘Swedish’ they were as part of Volvo’s ‘Defectors Willkommen’ Outdoor advertising campaign with JCDecauxLive this summer.
Designed to drive consumers away from the ‘trusty’ German models, Volvo’s tongue-in-cheek experiential and DOOH campaign invited consumers to interact with the Volvo V40 R-Design marque and test how ‘Swedish’ they were on a number of iPads for the chance to ‘win a Swedish adventure’.
The results of the tests were announced to audiences across JCDecaux’s Mall Digital 6-sheet and M-Vision networks with messages, such as: “Newcastle was 73% Swedish” and “Southampton was 75% Swedish”.
Planned and booked by Mindshare and Kinetic, the experiential tour reached consumers in malls nationwide, including: Bullring, intu Metrocentre, Cabot Circus and WestQuay. 
View the campaign gallery here.