City drives redefined
Challenge
Introduce a new urban model to urban people in a unique way.
Solution
Instead of motivating potential car buyers to go to the dealer for a test drive, why not bring the test drive to them instead?
Key Results
- 50+ test drives a day
- Combining new technologies
- On- and offline advertising
Volvo
city drive
Approach
The new Volvo XC40 has been introduced in the Netherlands. The best way to convince future Volvo drivers is to make sure they test-drive the XC40 to experience its riding comfort, quality and looks. Easier said than done.
The classic test-drive funnel includes multiple steps: from initial interest, to making an appointment, visiting a physical dealer (mostly located on the outskirts of town), to test-driving the new model. It costs a lot of time and energy to find a potential customer this way, with high drop-off rates. This is a problem asking for a creative technical solution. We came up with a unique lead-generation campaign to let future Volvo drivers experience the XC40 with ease.
Using a network of digital out-of-home screens, each showing a map with the real-time location of cars ready for a test drive. Via a QR-code or geo-targeted display campaign, prospects get directed to a mobile website where cars can be requested at any time with the tap of a button. In this way, we created awareness and conversions from multiple channels, with a focus on digital out-of-home.
This campaign resulted in tangle test drive numbers, as well as creating visibility in Amsterdam city centre.
Test-drives at one time
digital billboards for pickup points
Test drives a day
