When would a test drive be more effective? Certainly when your thouhts of changing your current car are brought to the front due to a sudden breakdown.
Chevrolet understood that perfectly well and created a Rescue Drive team to promote the launch of its new Chevrolet Cobalt.
When people called for a toll truck, the Rescue Drive team would deliver a brand new Chevrolet Cobalt to the site and invite the let down drivers to test drive the new car to get to their original destination.
Relevancy at its best.