Pre-launch road show to introduce the S-MAX and capture qualified dealer lead information
Ford were launching a new car model and wanted to attract consumers and get them to take a test drive. The aim was to provide a live and engaging experience,interacting with the target audience at pre-launch road shows in 14 German cities. Adwalkers introduced the new Ford S-MAX and captured qualified dealer lead information by offering an instant test drive.
The main objective was to attract attention and raise awareness of the new vehicle, driving the target audience to instant, test drives. Customers who expressed an interest in the vehicle with the Adwalkers were pre-qualified for test drives and a printout of the test drive confirmation was provided.
Captured data was then used for rapid dealer follow up.
Adwalkers played a video loop whereby consumers were given the chance to explore vehicle features, Adwalkers then data captured consumer details. Consumers provided personal information to the adwalker, the customer then opted-in to receive information from Ford, captured data was then sent to Ford dealerships.
The Adwalker Media Platform successfully drew attention and generated excitement about the pre-launch of the Ford S-MAX. Adwalker achieved exposures to more than 8500 consumers and delivered 1,254 qualified leads to Ford's direct marketing agency .74% of data captures resulted in a checked 'opt-in' box to receive additional information from Ford.
Captured data was sent in specified formats to a direct marketing agency for entry into the dealer lead follow-up process.
£30 cost per lead was achieved for Ford, with either a brochure request or test drive.
High involvement products do well in an environment where advertising is interactive, personalised and tailored to a consumers wants and needs. Brand owners benefit from accurate, timely consumer information. Bringing brand and experience to the customers.