Achievements
A successful brand launch of a very different technology and lifestyle service from the world's largest automaker.
Bob Kadrie and long-time friend and business consultant, Bob Ostholthoff co-developed a one of a kind marketing solution for one of the world’s leading automakers, revolutionizing how the public participated in test drives – and how the automaker came to better understand their customers and competitors.
Together, the pair of Bobs created the first ever anonymous unbranded test drive, constructing neutrally branded facilities as a third party not directly affiliated with the automaker they were supporting. Prospective participants were invited to test drive 3-5 vehicles by making a reservation at a facility local to them, and each participant received a $500 gift card.
Before and after the test drives, participants took short surveys that were not exclusive to one brand. Through this initiative, our client not only received data on what customer feedback was for their own brand, they also had data on what participants thought of the competition’s vehicles.
In order to deliver this solution, we built the invitation system, the data tracking system, the test drive facility website and social media campaigns, mobile tracking, the initial survey, the video interview system, the exit survey, and the data reporting system, and the test drive facility’s brand.
Although they were a worldwide automaker, the public had a preconceived notion of what the GM brand represented as well as the quality of the cars it produced. The company was having trouble getting customers to even test drive their cars, and simultaneously, their competitors were passing them up at a rapid pace. Further contributing to these issues, there was a lack of data regarding existing and prospective customers, and the business was going through a rebranding initiative, making things appear less than seamless. The public was buying other brands 3 to 1, making the situation even more dire.
During the pilot program, the leadership team anticipated slots for 100 drivers. The campaign was so successful, that it received over 1,000 applications. Both the automaker and the participants were thrilled to be a part of the campaign. The automaker was so pleased with the results, they immediately implemented that test drive model as a standard for competitive research.
ROLES
Product Design
Brand Strategy
Executive Creative Director