Welcome Winter Automobile Roadshow – Maserati test drives on ice and snow
The Welcome Winter Automobile Roadshow for the client Maserati Germany was the agency’s first project in 2015 and under the best conditions the agency made it possible for potential new clients to experience the capabilities of the new Q4 all-wheel drive system first hand. For this unique car presentation tour only the most exclusive locations in Austria could be the Kullise. Due to the excellent driving characteristics, the participants could enjoy unique snow landscapes during a 30-minute test drive. A trained brand ambassador explained the functions to the drivers in a simple and understandable way.
Target group activation
The Welcome Winter Automobil Roadshow focused on activating new target groups as well as demonstrating the sporty characteristics of the now four-wheel drive vehicles. For this purpose, the concept of the car presentation tour was a complete success. The excellently trained personnel caused enthusiasm among all participants. Thanks to efficient planning and the full commitment of all employees, a resource-saving car roadshow could be carried out. The cooperation partners we evaluated recognized the added value that the cooperation with the exclusive Italian automobile brand also means for their own brand. Thus, all sides benefited from the wide-reaching campaign and were able to positively emphasize and further strengthen the perception of themselves and the respective products in the target group.
Cost-efficient achievement of objectives
One of the most important requirements of the customer and the partners involved was the cost-efficient and sustainable increase of sales in local trade. A fully integrated CRM process enabled the results achieved to be documented in detail. This made it possible to transparently visualize the success of the Welcome Winter Automobil Roadshow with minimal budget expenditure. Furthermore, we were able to derive further measures for a precise follow-up from the results of the car presentation tour. This has created sustainable added value for the Maserati brand and its trade partners as well as for the cooperation partners involved.