In April 2016 we launched a two weeks long activation period to throw our target group off course on their established user journey. With the help of Google's new AdWords BETA version we identified our target group very precisely and hijacked members googling for a test drive with an unavoidable offer: „the 'Italian' art of persuasion“.

We did not dissuade people from planning a test drive with our competitors. In fact, on our promotion website we even encouraged and supported their plans: Firstly, we helped to book a test drive with Audi, BMW or Mercedes, and then we helped them to get to their appointment at the car dealer. - By providing them a brand new Maserati Ghibli.

Evaluating the online and mobile research for test drives with competitor’s cars, potential customers of the key target group were filtered, exactly. Thanks to AdWords’ new BETA version, we achieved an exceptionally high response rate.

Via individually adapted Google ads, the evaluated persons were forwarded to the campaign’s website, where a registration for „the ‘Italian’ art of persuasion“ was offered.

To optimize the conversion rate, Maserati simplified their potential customers’ booking process and took on all administrative tasks, including the appointment for a test drive with the competitors, if needed.

After registering for the promotion, the participants were picked up at home or at work by a Maserati car dealer, who handed over the car keys and let the potential customer drive the Ghibli to their original test drive with an Audi, BMW, or Mercedes. And of course, afterwards, was invited to drive the car back home.

Thanks to the cooperation with Google AdWords BETA, and the approach of the clearly defined peer group, Maserati achieved a click-trough-rate of 8%.

With regards to sales/lease, the conversion rate was nearly at 10% (9,7%). The amount of test drives increased by almost 150% (147%), when compared with the preceding month.

This work combines data driven, motivational and emotional know-how by using a brand-new BETA version of Google AdWords: We targeted relevant users (data and attribution based) in a relevant micro-moment (motivational and intent based) and broke their habits though delivering a highly relevant but surprising offer (insight based).

The campaign exceeded in all of the clients expectations and industry benchmarks.

Strategic data capture and media analysis comes to the following conclusion about our target group:

- company car drivers in germany are mainly male, 35-64 years old

- they search for test drives during office hours (mo-fr, 9am-6pm)

- they prefer Audi A6, BMW 5, Mercedes E-Class

- high economic status (approx. 60.000+ EURO)

The Ghibli, Maserati's first mid-range premium car, is only perceived by 1.7 per cent of the target group as a real alternative for a business car.

But: Once the Ghibli has arrived, it will not be left behind! No other car of this class has a higher purchase probability after a test drive than the Ghibli. The conversion rate reaches an unparalleled 8 per cent.

Additionally, the customer journey of potential customers - with a core target group of male customers, aged 35-64 - is almost standardized. Over two thirds (66.8 per cent) of all potential buyers find information about test driving online and mobile - more than by any other medium.

Therefore, while brainstorming, we focused on opportunities to define the exact target group and enter the purchase process online and through mobile to generate as many test drives as possible with reduced wastage.

Situation:

The German business car market has been dominated by Audi, BMW and Mercedes for ages. It is impossible to crack this phalanx of the big three in foreseeable future as they hold market share of more than 90 per cent.

Despite being awarded ´Germanys company car of the year 2015´, Maserati's “Ghibli”, it is not even present in potential customers relevant set: only 1.7 per cent of the target group perceived the Ghibli as a business car.

Instead, there is a huge group of non-relevant brand fans who try to test-drive any Maserati any time they could.

Brief:

Develop an aggressive test-drive promotion, targeting relevant individuals only: company car drivers.

Objectives:

a) significant increase of test drives: 20 %

b) keep cost per test drive below 300 Euro

c) conversion rate (test drive to purchase): above 8%