Brand: Renault Turkey
Agency: Wavemaker Turkey
From the Purchase journey analysis we knew that test drive is the last and most crucial step that triggers sales in automotive category, therefore Test Drive is the main KPI of our communication strategies.
After the launch of New Megane Sedan in 2016, all digital activities have been optimised to increase the test drive conversion, where consumers have a technologically improved New Megane Sedan experience.
In an environment of rapidly changing customer expectations and trends, as Renault we felt the urge to deliver smart, innovative and agile solutions to deliver test drive while improving customer services.
Especially considering for the main target audience time saving solutions were what made the difference.
Our main target audience was white collar male who has the intention of purchasing a car in 3 years.