Volvo XC40 WhatsApp Test Drive

By re-positioning the test drive as a 'prize' and making the process of booking seamless we created a new way to drive acquisition.

Car ads are great, they get millions of views, but there is no direct link to acquisition - specifically test drives. By re-positioning the test drive as a 'prize' and making the process of booking seamless we created a new way to drive acquisition. Malaysia ranks No 2 in the world for users of whats app - for the first time we gave a car it's own Whats app number. We gamified our the new XC40 launch films by hiding codes, or easter eggs, throughout the film and using whats app as the entry mechanic. If the codes are found, send them direct to a dedicated XC40 whatapp number - where a test drive can be simply and personally organised one to one. Through a unique combination of online film, social and whatsapp we generated thousands of new sales leads - leading to thousands of new customers experiencing the new xc40 for themselves - otherwise known as a test drive.