DDB Stockholm and Volkswagen Launch the 'Instant Test Drive'
On the 13th of April DDB Stockholm and Volkswagen launched Instant Test Drive - A new and revolutionising way to test drive cars. For the first time ever, the test drive is brought to consumers, on demand. Just as simple as ordering a cab or a pizza, the process is instant and aims to change the way Volkswagen bring their cars to the market.
Jeanette Asteborg, marketing director at Volkswagen Sweden comments: “Today the easiest way to get to your closest Volkswagen dealer is by car, often your own.With Instant Test Drive the car comes to you - on demand and consumer focused.”
The instant test drive is made possible through an easy to use and familiar style smart phone browser page. The pilot has been developed in Sweden and launched in Stockholm on 13th April. The first trial-run will go on for three weeks with further activations of the service planned throughout the year. Depending on the feedback from the users during the first trial-run, Volkswagen is looking to activate Instant Test Drive in cities across the world.
To book, customers simply need to visitinstanttestdrive.com with their smartphone’s browser application. They then choose which car they’d like to try and set their pick up location. The closest available car will be notified about the request and a Volkswagen-agent will head straight to the address with the car to meet them.
At that point, the steering wheel is handed over to the customer and they are given the freedom to choose their destination. It can be a journey from A to B or a round.
"We are very happy to launch Instant Test Drive for Volkswagen as the first of many interesting projects to expand Volkswagens digital presence. To make the test drive as lifelike as possible it's up to the driver where the ride is heading.Regardless if it's about getting home from work, going down to town for a cup of coffee or just a cruise around.” comments Andreas Fabbe Digital Director, DDB Stockholm
When customers leave the vehicle they hand it back to the Volkswagen-agent. From that point the web portal will store all of the information about the car they tested as well as sending them a direct email.
Business Director : Michael Hollesen
Creative Agency: DDB Stockholm
Account Managers: Julia Björk , Hogir Aslan
Digital Designer: Andreas Blombäck , Mattias Nordenham
Digital Group Account Director: Katarina Mohlin
Digital Director: Andreas Fabbe Andersson
UX Designer: Ida Reimers
Producer: Erik Lindgren
Production Company: The Brewery
Category: Automotive , Cars
Genre: Activation , Creative technology , Digital , Experiential