I Test Drive Gen V2

i-test drive
Owning the communication, promoting the test drive

malcolm.earp@m2tac.com RESEARCH | STRATEGY | IMPLEMENTATION
Tel: +447851667616

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, and
internet discussion groups
• 84% of visitors to web sites click through to Video content³

ZDnet UK
CAPGemini Cars on line 07/08
³ eMarketeer 2008

Tel: +447851667616

i-test drive
Objective – Own the communication and create the consumer’s desire
to test drive… and to buy

• Compelling audio/visual content to create ‘emotional attachment’ and desire
to 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

Tel: +447851667616

i-test drive… 3 audiences, 1 goal

Journalists Dealers
Video
i-Test Drive

Create Create
Advocates/ Enthusiasts/
Influencers Experts
Consumers

Attraction

Emotional Attachment

Desire to try

Test Drive

Sale

Tel: +447851667616

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

Tel: +447851667616

Consumers

Consumers
Generate test drives
Video
i-Test Drive

Brand web-site/micro sites

Leasing Companies Web-sites

Emotional Desire Test
Attraction Sale
Attachment to try Drive

i-pod/i-phone/xda

Viral… UTube/Google Video etc

Tel: +447851667616

Dealers

Dealers Secure Test Drives
Video
i-Test Drive

Dealer web-site Video test drive link on Dealer web-site

Video test drive
<CLICK>

Penny Mallory

i-training Extended video for product training

Showroom display screen
In showroom rolling video

Dealer Marketing Material
Video test drive for pre-test drive/post-test drive
Invitation to test drive etc

Tel: +447851667616

Journalists

Journalists Create Advocates/Influencers
Video
i-Test Drive

Brand Media web-site

Press pack

Road-test material for media sites

Tel: +447851667616

Example of web page with i-test drive

| i 30 |

Brand Kabura

Video test drive
<CLICK>

Penny Mallory

Video prominently featured … we want all visitors to view video

Tel: +447851667616

Web page with i-test drive playing

| i 30 |

Brand Kabura

Video of 4 ~ 5 minutes, with ability to view all or by section

Tel: +447851667616

Test drive invitation at end of video

|
“It’s a really great car, fun and goodi 30 |
for the environment…book a local
test drive or talk to our web chat
host”

Brand Kabura

Brand Kabura, on the road from £15,800
Only Brand can offer a 205 bhp sports car with less than
180 gm CO 2 . Fun for the environment

Book a local test drive ? Want more information ?

Click here for on-line test Click here to communicate
drive booking with chat host

Celebrity presenter ‘talking head’ test drive invitation at end of video
On-line ‘chat host’ to answer questions – ends with test drive invitation

Tel: +447851667616

Test drive invitation at end of video

| i 30 |

Brand Kabura

Brand Kabura, on the road from £15,800
Only Brand can offer a 205 bhp sports car with less than
180 gm CO 2 . Fun for the environment

Book a local test drive ? Want more information ?

Click here for on-line test Click here to communicate
drive booking with chat host

Celebrity presenter ‘talking head’ test drive invitation at end of video
On-line ‘chat host’ to answer questions – ends with test drive invitation

Tel: +447851667616

The use of i-test drive for Press promotion

Data stick

Press pack could include..

• Video i-test drive
• Snapshot review (word & PDF)
• Summary review (word & PDF)
• In-depth review (word & PDF)
or
MP3 player • Technical specification
• Photo Gallery

• Could be loaded with additional launch
information up-dates from web-site

Positions benefits with journalists, makes it easy for them to create positive review

Tel: +447851667616

i-test drive featured on leasing company web sites

Kabura

Video test drive <CLICK>

Penny Mallory

Leasing companies provide vehicle information already - this seen as editorial
i-test drive creates greater company car driver benefit awareness > consideration > test drives

Tel: +447851667616

i-test drive DVD for Dealer Marketing

Direct Marketing
Brand KABURA Used for pre-test drive ‘warm-up’
DVD Road Test
Penny Mallory put the sexy new Kabura though its paces
or
As post test drive family show/tell

Could include links to Brand web site for
• Games
• Tax/CO2 calculator
• Finance calculator
Fun for the environment • Motoring guide
• Access to Brand special offers

Dealer TV screen – Rolling test drive
• Showroom
• Waiting area/lounge

Tel: +447851667616

Dealer Product i-Training

Product Knowledge Challenge

• Based around i-test drive

• Interspersed with multi choice questions

• Web-response with salesperson awards/prize lottery
to ensure full independent participation

• Website league table/live participation

• Enhanced salesperson knowledge, sales coaching
and enhanced customer conversion

Tel: +447851667616

I Test Drive Gen V2

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