i test drive gen v2
DESCRIPTION
i-testdrive Digital video road tests filmed for auto brands using celebrity to endorse car and generate customer testdrives at dealersTRANSCRIPT
[email protected]: +447851667616
RESEARCH | STRATEGY | IMPLEMENTATION
i-test driveOwning the communication, promoting the test drive
[email protected]: +447851667616
RESEARCH | STRATEGY | IMPLEMENTATION
i-test drive
• 86% of car buyers have access to broadband• 80% use the internet when researching vehicle purchases• Increasing reference to VM websites - 70% of consumers• Dealer websites steady at ~50%• 29% also use Customer2Customer sites such as Web forums, Blogs, andinternet discussion groups• 84% of visitors to web sites click through to Video content³
ZDnet UKCAPGemini Cars on line 07/08³ eMarketeer 2008
[email protected]: +447851667616
RESEARCH | STRATEGY | IMPLEMENTATION
i-test drive
Objective – Own the communication and create the consumer’s desireto test drive… and to buy
• Compelling audio/visual content to create ‘emotional attachment’ and desireto test drive
• ‘Brand managed’ video content• Celebrity driver/presenter - perceived as impartial endorser• Information rich• Impactful 4 ~ 5 minutes• Promotes the features and benefits• Positive feed for unregulated media• Cost effective, multi channel approach
[email protected]: +447851667616
RESEARCH | STRATEGY | IMPLEMENTATION
i-test drive… 3 audiences, 1 goal
i-Test Drive
CreateAdvocates/Influencers
CreateEnthusiasts/
Experts
Journalists Dealers
Consumers
Attraction
Emotional Attachment
Desire to try
Video
Test Drive
Sale
[email protected]: +447851667616
RESEARCH | STRATEGY | IMPLEMENTATION
Next steps
o Strategy, event horizon and appropriate modules
o Model launches and appropriate celebrity
◊ Proposal costs and time plan
Brand, model positioning and interface with Brand brand agency
Liaison with other functions (Training, CRM Lead generation, Publications etc)
Liaison with material suppliers
o Daily milestone plan, Brand gatekeepers, sign-off
[email protected]: +447851667616
RESEARCH | STRATEGY | IMPLEMENTATION
Consumers
i-Test Drive
Consumers
Desireto try
Video
TestDrive Sale
Brand web-site/micro sites
Leasing Companies Web-sites
i-pod/i-phone/xda
Viral… UTube/Google Video etc
EmotionalAttachmentAttraction
Generate test drives
[email protected]: +447851667616
RESEARCH | STRATEGY | IMPLEMENTATION
Dealers
i-Test DriveVideo
Dealer web-site
i-training
Showroom display screen
Dealer Marketing Material
Secure Test DrivesDealers
Video test drive link on Dealer web-site
Extended video for product training
In showroom rolling video
Video test drive for pre-test drive/post-test driveInvitation to test drive etc
Penny Mallory
Video test drive<CLICK>
[email protected]: +447851667616
RESEARCH | STRATEGY | IMPLEMENTATION
Journalists
i-Test DriveVideo
Brand Media web-site
Press pack
Create Advocates/InfluencersJournalists
Road-test material for media sites
[email protected]: +447851667616
RESEARCH | STRATEGY | IMPLEMENTATION
Example of web page with i-test drive
| i 30 |
Brand Kabura
Penny Mallory
Video test drive<CLICK>
Video prominently featured … we want all visitors to view video
[email protected]: +447851667616
RESEARCH | STRATEGY | IMPLEMENTATION
| i 30 |
Brand Kabura
Web page with i-test drive playing
Video of 4 ~ 5 minutes, with ability to view all or by section
[email protected]: +447851667616
RESEARCH | STRATEGY | IMPLEMENTATION
| i 30 |
Brand Kabura
Brand Kabura, on the road from £15,800
Only Brand can offer a 205 bhp sports car with less than180 gm CO2 . Fun for the environment
Want more information ?
Click here to communicatewith chat host
“It’s a really great car, fun and goodfor the environment…book a localtest drive or talk to our web chat
host”
Book a local test drive ?
Click here for on-line testdrive booking
Celebrity presenter ‘talking head’ test drive invitation at end of video
On-line ‘chat host’ to answer questions – ends with test drive invitation
Test drive invitation at end of video
[email protected]: +447851667616
RESEARCH | STRATEGY | IMPLEMENTATION
Brand Kabura
Celebrity presenter ‘talking head’ test drive invitation at end of video
On-line ‘chat host’ to answer questions – ends with test drive invitation
Test drive invitation at end of video
| i 30 |
Brand Kabura, on the road from £15,800
Only Brand can offer a 205 bhp sports car with less than180 gm CO2 . Fun for the environment
Want more information ?
Click here to communicatewith chat host
Book a local test drive ?
Click here for on-line testdrive booking
[email protected]: +447851667616
RESEARCH | STRATEGY | IMPLEMENTATION
The use of i-test drive for Press promotion
Positions benefits with journalists, makes it easy for them to create positive review
Press pack could include..
• Video i-test drive• Snapshot review (word & PDF)
• Summary review (word & PDF)
• In-depth review (word & PDF)
• Technical specification
• Photo Gallery
• Could be loaded with additional launch
information up-dates from web-site
Data stick
orMP3 player
[email protected]: +447851667616
RESEARCH | STRATEGY | IMPLEMENTATION
i-test drive featured on leasing company web sites
Leasing companies provide vehicle information already - this seen as editorial
i-test drive creates greater company car driver benefit awareness > consideration > test drives
Kabura
Penny Mallory
Video test drive <CLICK>
[email protected]: +447851667616
RESEARCH | STRATEGY | IMPLEMENTATION
i-test drive DVD for Dealer Marketing
Direct MarketingUsed for pre-test drive ‘warm-up’orAs post test drive family show/tell
Could include links to Brand web site for• Games
• Tax/CO2 calculator
• Finance calculator
• Motoring guide
• Access to Brand special offers
Dealer TV screen – Rolling test drive
• Showroom
• Waiting area/lounge
Brand KABURADVD Road TestPenny Mallory put the sexy new Kabura though its paces
Fun for the environment
[email protected]: +447851667616
RESEARCH | STRATEGY | IMPLEMENTATION
Dealer Product i-Training
• Based around i-test drive
• Interspersed with multi choice questions
• Web-response with salesperson awards/prize lotteryto ensure full independent participation
• Website league table/live participation
• Enhanced salesperson knowledge, sales coachingand enhanced customer conversion
Product Knowledge Challenge