|Title||THE TEST DRIVE BILLBOARD|
|Product / Service||LAND ROVER|
|Category||C02. Cars & Automotive Services|
|Entrant||Y&R SINGAPORE, SINGAPORE|
|Entrant Company||Y&R SINGAPORE, SINGAPORE|
|Advertising Agency||Y&R SINGAPORE, SINGAPORE|
|Advertising Agency 2||THE CAMPAIGN PALACE MANILA Taguig, THE PHILIPPINES|
|Badong Abesamis||The Campaign Palace Manila||Executive Creative Director|
|Herbert Hernandez||The Campaign Palace Manila||Executive Creative Director|
|Marcus Rebeschini||Y&R Asia||Executive Creative Director|
|Sandy Salurio||The Campaign Palace Manila||Art Director|
|Kittisak Poonnotok||Y&R Singapore||Art Director|
|Matt Grim||Y&R Singapore||Copywriter|
|Joshua Hepburn||Y&R Singapore||Copywriter|
|Flow Lindo||The Campaign Palace Manila||Business Unit Director|
|Kat Camus||The Campaign Palace Manila||Account Manager|
|Ariel Bautisa||The Campaign Palace Manila||Account Manager|
The billboard carried a headline activating a behavior from the target to experience the brand – to test drive the Range Rover Evoque.
Car billboards which show a picture of a car on a billboard are dime a dozen in automotive advertising. Unfortunately, being a cliché, these do not move the consumer to go to the dealership to test drive the car (which is the best way to make them buy it, having experienced it). The idea’s objective: make the target test drive the car.
The Test Drive Billboard increased the number of test drives 10 times over, compared to the number of test drives from the showroom.
The idea made it easier and more fun for the target to test drive the Range Rover Evoque. He doesn’t have to go to the dealership; he can actually go to the billboard near him, and drive down the car for a thrilling spin.