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When carrying out a marketing strategy, one of the most important aspects is getting the correct timing. With this in mind, Rescue Drive — a new campaign from Brazil-based car dealership Orca Chevrolet — found drivers who had broken down and offered them a test drive while their car was towed.
The retailer teamed up with a local tow company and followed their rescue cars to the site of drivers whose vehicle had failed. Those whose cars needed to be towed away were offered a test drive of the new Chevrolet Cobalt to wherever they were headed. The idea behind the campaign was that Chevrolet could turn a negative situation into a positive one by providing a free lift to drivers, while also targeting drivers at the moment they might be thinking of ditching their current model.
Much like Nissan’s Househunter Test Drive campaign which encouraged home movers to take a test drive of a new vehicle on their way to a house viewing, this idea also made a special effort to target a demographic most in need of the product or service. Advertisers – one for inspiration?