| Title | ULTIMATE TEST DRIVE |
| Brand | VOLKSWAGEN |
| Product / Service | NEW POLO |
| Category | D01. Event & Field Marketing |
| Entrant | GROUPM Mumbai, INDIA |
| Entrant Company: | GROUPM Mumbai, INDIA |
| DM/Advertising Agency: | GROUPM Mumbai, INDIA |
Credits | |
| Name | Company | Position |
|---|---|---|
| Ashwini Kamat | Mediacom | Client Leader |
| Deepa Jatkar | Mediacom | Client Partner |
| Yogesh Pawar | Mediacom | Business Director |
| Deepak Jayaram | Groupm - Dialect | National Director |
| John Xavier | Groupm - Dialect | Group Head |
| Soumik Sarkar | Groupm - Dialect | Business Director |
| Hardik Sangvi | Groupm - Dialect | Asst Manager |
| Hanif Shaikh | Groupm - Dialect | Asst. Manager Ops |
| Sham Gore | Groupm - Dialect | Manager Ops |
| Sunil Suvarna | Groupm - Dialect | Group Head Ops |
The compact car industry segment in India is expected to register a high sales growth of 11-13% in this fiscal year. The increasing competition and new launches in the segment are the main factors behind this growth. India witnesses a cluttered compact car segment market. For consumers it becomes difficult to close buying decision considering many options in this category. Advertising campaign was drawing consumers to dealers for test drives but failing to convert sales. The New Polo wanted to give their prospects an experience beyond regular test drives. Task was to aid consumer buying decision towards the New Polo.
Ultimate test drive brought consumers closer to the Volkswagen New Polo. Regular test drives at dealerships left consumers undecided. This platform gave dealers to interact with prospects in an environment where consumers could actually see and experience the New Polo in action. This offered consumers interaction with the celebrity driver for tips in driving, parking and car handling. Every technical aspect of the New Polo was brought in action thru this exclusive event property. Simply put advertising put forth the main communication, but the Ultimate test drive event brought alive the main communication to consumers and prospects across the country.
Devising a dealer-consumer engagement program to invite consumers for the “Ultimate test drive” where they could witness the New Polo perform stunts and precision driving conducted by an international celebrity stunt driver all to showcase New Polo features. Event show flow revolved around car’s ground clearance, speed, brakes, steering control, turning radius all performed by leading German race and stunt driver Ronny Wechselberger. Consumer could interact with the stunt driver on car handling, steering, seat positioning methods and various aspects of the car. Consumers also had a chance to sit beside the stunt driver to experience car performance and features.
1200 consumer interactions 75% attendance out of dealer customer base 5% sales closures during the event 5500 sales leads collected PR and media coverage more than 5million in free media