If you’re not strong, you have to be clever. Hurray for comparison advertising, which is legal in Belgium. Presenting the test drive to a test drive: we offered people looking for a cross-over car from the competition the opportunity to drive the Mitsubishi ASX to one of these competitors. There, they would test drive the other car and then drive back home in the Mitsubishi ASX. Making it possible to choose ... the Mitsubishi ASX objectively, a car they hadn’t even considered before. By doubling the time they spent in the ASX, we doubled our chances of making the sale.

During the test drive promotion period, we managed to create awareness for a brand and a model which had always been in the shadow of its capital-rich competitors. Mitsubishi reached the same level of awareness as Nissan, yet only invested half as much.

In just one month, we generated the same number of test drives as would normally be made over a six month period, an increase of 640%. On the optimised website, we saw 250% more unique visitors than previously, and we increased our Facebook followers six-fold.