For the world premiere of their new Mercedes-Benz ECQ at CES 2019 in Las Vegas, Mercedes transformed their new model into a wedding carriage. Four lucky couples were invited to test drive the new Mercedes-Benz ECQ on the roads of Las Vegas and experience its special A.I. features first hand.
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.
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…
In the video a couple of guys are seen taking the Renault Clio for a spin. After a regular beginning, the salesman shows of the “va va voom” button, which initiates a romantic scene between a couple set against the Eiffel Tower and then…
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.
There was a time when people would go to the dealership to research cars. But now most research (70%) is done online, with 50% of buyers stating that online information was the most influential part of their research.
So Nissan decided to bring their dealership to the online audience through a custom YouTube Channel experience…
And for people on the go using smartphones for research, they created a first of its kind custom mobile YouTube Channel, where they successfully replicated the desktop experience…
As a result Nissan is said to have received an extremely positive response, along with a significant increase in people looking for their dealership after researching.
The Hyundai Elantra was named 2012 North America Car of the Year. Then Hyundai came out with 2 new Elantra models i.e. the Coupe and the GT and the purchase decision got harder. So to make it an easy decision once again, they created a Driveway Decision Maker.
By combining Google Street View, projection mapping and real-time 3D animation, Hyundai enabled prospective buyers to actually see what an Elantra would look like in their own driveway.
October seems to be a month of innovative test drive campaigns! In this campaign, ad agency AlmapBBDO Brazil has created a neat interactive meets experiential campaign.
The idea was to create a virtual test drive for Volkswagen’s new Amarok that people could experience live from their home or office. So a huge outdoor test track was setup, along with an automated car that takes your virtual test drive directions over the phone while you watch it live on your computer.
The campaign had 327 live test drives, 500,000+ unique site visitors and generated 7,392 online purchase intentions during the campaign period.
Skoda has just released a new rally based, augmented reality test drive campaign for their new Fabia RS where users become the driver in every way, right down to the helmet view that pulls in your face from the webcam.