ABOUT

The Challenge:
How do you get first-time car buyers to test drive the New Polo, when they feel guilty doing so without serious purchase intent?

The Solution:
You bring the test drive forward in the customer journey and change the whole experience – from sales tool to added-value service. Targeting Hong Kong’s least confident drivers, the P-Platers, we created a special training program that set out to turn these probationary drivers into professional ones.

The Results:
Our training program was fully booked within only six hours after launch. The social media driving lessons reached more than 600,000 people and our Facebook fan base increased by more than 4,000 likes. The campaign also helped to drive consideration, conversion and key brand metrics.