Industries · Automotive
Automotive
Test drives, dealer footfall and launch fame — with the payout underwritten.
Industry intelligence
Test-drive conversion is the metric that pays the invoice.
Test-drive conversion
Once a prospect is behind the wheel, close rates jump. Promotions should re-price the drive, not the car.
Brand switching
Switching between marques is rare — and priceable. A guaranteed prize on switch is one of the few things that moves it.
Dealer visitation
Traffic is uneven across the month. Time-bounded mechanics smooth the curve and let dealer staff plan.
Launch campaigns
New-model launches live and die on first-quarter momentum. An insured hero prize creates the story the model needs.
By the numbers
- Test-drive to order conversion
- 20–40%
- Foot traffic uplift, prize-linked weekend
- +35–70%
- Share of PR value from single hero prize
- > 60%
Playbook
- Make the promotion trigger a booked test drive, not a form fill.
- Pick a mechanic dealer staff can explain in one breath at the door.
- Insure the hero prize so marketing and finance are on the same page from day one.
What we hear from this sector
The marketing problems.
- Test-drive conversion is falling across the region.
- Dealer visits are declining as research moves online.
- New model launches struggle to break through category noise.
Behavioural challenges
- — The buying cycle is long and involves multiple people.
- — The showroom visit is the moment of truth.
- — Loyalty to a brand is easily broken by a single strong offer.
What works
Mechanics we recommend for this sector.
Sports Challenges
Hole-in-one, half-court shot, crossbar challenge — one attempt, one prize.
Crack the Code
Customers try the combination live. One code wins.
E-VAULT®
A physical vault on-site with a life-changing cash reward inside.
Golden Key
Distribute keys. One opens the prize. Simple, physical, unforgettable.
Next steps
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