It is crucial to test an automobile in the process of making a purchase decision. The competition has been following the trend of open-weekends to enable test-drives. However, consumers have hardly find time to spare at the weekends for a test-drive when only one test vehicle is available in most dealers. During the launch of the “new Megane”, the aim was to create a new method to reach our target customers-namely the “young professionals” one-to-one, without following conventional methods.The purpose of the brief was to surprise the young professionals, convince them to test the new Megane and give them the opportunity to get an answer to all of their questions while creating a database of potential customers. As a new medium, large scale companies were targeted and HR Managers were contacted and permissions received for contacting employees at their offices.Teams placed special designed post-its on each employee’s computer–early in the morning-before they arrived at work. The message was “how about a test-drive today?”. Our teams were present in the entrance areas of these companies to fill out database information and test-drive booking forms for those interested in testing the new Megane. Every participant instantly won a specially designed umbrella for filling out a form. Our teams took the test vehicles to the participants’ workplace at the date and time they booked for. Additionally, one participant from each company won a DVD player with a lottery.

As a new medium, large scale companies were targeted and HR Managers were contacted and permissions received for contacting employees at their offices.Teams placed special designed post-its on each employee’s computer–early in the morning-before they arrived at work. The message was “how about a test-drive today?”. Our teams were present in the entrance areas of these companies to fill out database information and test-drive booking forms for those interested in testing the new Megane. Every participant instantly won a specially designed umbrella for filling out a form. Our teams took the test vehicles to the participants’ workplace at the date and time they booked for. Additionally, one participant from each company won a DVD player with a lottery.

The project ran for 3 months (October 2003-January 2004). A total of 9,500 young professionals were contacted directly in 77 companies. 5,150 people agreed to fill-out a form and to book for a test-drive: 54% success in response to the activity. 1639 people tested the “new Megane”: 32% active participation and interest in the test-drive activity.