Driving a Mini is addictive. Which is why drivers who test drive are more likely to buy one. So to get prospective customers to test drive, Mini decided to help drivers that were stranded by their own cars. Mini partnered with a tow service company and responded to break down calls in real time throughout Singapore. The campaign not only took the test drive out of the showroom and onto the streets, it really made the drivers’ day by unexpectedly turning an annoying situation into a pleasant surprise.
Click here to view the case video.
And @PixelHeritage just brought to my attention, that a Brazilian Chevrolet dealership in 2012 did the exact same test drive promotion in Brazil with the Chevrolet Cobalt...
In a bid to capture consumers imagination and attention in Canada, JWT worked with Mazda to turn select Cineplex cinemas in Toronto and Vancouver into immersive gaming experiences that also acted as a mass in cinema test drive. 😎
During November, before the feature film, a short film showed two Mazda3 cars racing. Interested audience members could sync their smartphones to control their own virtual vehicle and race against other members of the audience. An onscreen leaderboard tracked the progress and winners got various giveaways.
Parking in the city isn't fun. So BBDO Germany turned a regular test drive for the Smart into an interactive parking game based on the age-old game of musical chairs.
During the game an iPhone app was used to play music and direct players around central Berlin. When the music stopped the players had to immedietly find a parking spot. The last team to park and verify their location via a photo upload was eliminated.
The competition was run at the Berlin Smart center, where 8 teams battled each other to become Berlin's first parKING's. The result...
To launch the new generation i30 in South Africa, Hyundai reinvented the test drive with the Hyundai i30 Light Drive, an innovative virtual racing game that was projected onto the i30's front windscreen, and was played inside the car. South Africa's hottest nightspots in Johannesburg, Durban and Cape Town were targeted and anyone at anytime could experience the car's slick, dynamic features, while competing for the top spot on the leader board.
Two-man teams worked together on the track to collect icons, which represented the i30 specs, to power-up and better their score. Hyundai also linked the i30 Light Drive to Facebook Connect and HD cameras that streamed the live test-drive to a large screen outside so people could watch the players compete. Photos of the teams were also instantly posted onto their timelines. People queuing to play were educated and entertained with a touch screen brochure on the i30’s rear windscreen.