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In an environment of rapidly-changing consumer expectations and trends, we designed an instant new way to book a test drive, that drove brand scores through the roof in this tech-smart, creative campaign.
In an environment of rapidly-changing consumer expectations and trends, Renault needed to provide smart and useful solutions that would cut through the noise and ensure that it was the number one choice car brand.
Through our Purchase Journey approach, we knew that the test drive was the final, crucial step to triggering sales in the automotive category, so we made it the main KPI of our communication strategies for Renault. That way we knew whatever we did would create meaningful results.
The main barrier to taking a test drive is often time. So we made sure that this was no longer a problem.
We partnered with Getir, an online delivery mobile app, to make the world's fastest and most convenient test drive experience ever. We integrated a Renault Megane Sedan test drive into Getir's categories, so that people could select it as easily as buying their weekly shop. Potential customers could click on that category and a test drive would be arranged for them, any time, any place in Istanbul - within 10 minutes.
On launch day, the test drives were trending on social media organically within the first 20 minutes, with a reach of over 6 million.
By the third day of activation, we'd realised 100 test drives, all with no actual media investment.
We also gained extensive PR coverage, leading to a 161% increase in positive brand perception for Renault.
In a 30 day period, almost 600 test drives were taken, and we drove business KPIs ten times higher than expected.
INCREASE IN POSITIVE BRAND PERCEPTION
Winner of four 2018 MMA SMARTIES and eight 2018 Felis Awards in Turkey.