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.
Regional Executive Creative Director, Geometry Global Asia Pacific