Agency: TRACK DDB
Objectives
The consumer car buying process involves plenty of research, as it's typically the second largest purchase someone makes in their lifetime (next to a home). Shoppers often compare multiple models, which can turn into an information overload. However, we know that a test drive dramatically increases the likelihood to purchase.
Our goal? Reach out to prospective Golf buyers and increase test drives by 40% while also increasing sales across the full lineup of Golf vehicles. At a time when consumers in the car-buying market are increasingly looking to peers, public forums, social media and review...