How to get people to buy or exchange a car at a dealer that they don’t know? The situation isn’t made any easier by the fact that the automobile industry has one of the highest brand loyalty rates.
/ Advantage Cars
To change a traditional event into engagement. We engaged all five senses to talk about buying new vehicles, allowing people to experience their qualities, mixed with a hefty dose of emotion.
What are perfect machines for, if not to experience them?
Pure experience. We organised a treasure hunt that became synonymous with the connections between cars and experiences. Sharing. We prepared life events that were hidden in a cloak of secrecy, and that people had to talk about and share. Long term. We created an overall strategy as a basis for a communication platform. Building a community. We put together a programme that allows customers to feel as if they’re part of something bigger.
Creation of an active community.
Appearances in sports and lifestyle media.
Greater brand awareness through strong buzz and WOM.
What are your products for, if not to experience them?
Two things are in operation here. People get out for real experiences, enjoy themselves and share it. Like a children’s camp for adults that’s got ideas and an edge. And there’s also a strong sales aspect – they see other people in different cars, have the opportunity to look at them and motivate themselves to buy another one.