Fairfax Digital has launched a ‘mind map’ advertising unit, trialling Volvo Car Australia as its first client.

The unit will provide consumers with a platform to build brands online, assisting advertisers in telling their brand story. Each digital mind map is designed around the structure of a classic mind map showcasing a visual representation of thoughts to create greater association and memory.

Ed Harrison, commercial director of media at Fairfax Digital said “This is a great leap away from much of the bland, generic creative we so often see. This format immediately encourages a user to interact and explore the ‘map’ and, in the process, become truly engaged with the Volvo brand”.

By allowing consumers to interact with brands in a different way the ‘mind map’ execution hopes to move past product information and instead aims to provide advertisers with an ad unit that works to improve their brand amongst customers. It has the ability to convey both the client’s product information and relevant editorial content in an interactive manner.

The development of ‘mind map’ was carried out in collaboration with Volvo Car Australia, MindShare, SapientNitro and Bamboo Marketing. The mind map is now live across the homepages of smh.com.au, theage.com.au, Brisbanetimes.com.au and WAtoday.com.au.