Looking for ways to increase awareness and consideration of the new Infiniti QX50 and QX60 SUVs, Auto West Infiniti came to us looking to create an interactive event in the Richmond area. A test drive event format was chosen due to its ability to give potential customers an immersive experience where they can both see and feel how the vehicle operates. In addition, test drives also help them envision what their life would be like driving a new Infiniti.
The event activation took place during the week of September 28 to October 4, 2015 and was located at Richmond Centre due to the alignment of the mall’s demographics with the luxurious Infiniti brand. Luxury brands such as Hugo Boss, Aritzia, Coach and Michael Kors are all found within Richmond Centre. The mall’s high foot traffic maximized brand exposure and significantly increased the number of test drive signups.
Starting at the beginning of the week, a visual display containing three vehicles was created inside the mall to showcase the new models. Brand ambassadors were stationed close-by to represent the Infiniti brand and disseminate information about the new models to curious shoppers. Interested guests were also offered the chance to sign up for test drives, which were executed on the following weekend from the parking lot. A total of sixty test drive slots were available.
The event generated numerous positive interactions with mall visitors and the Infiniti brand was well represented. The activation allowed prospective customers to explore the brand’s new model offerings and raise consideration for the brand overall. Sales leads generated from the event were given to the sales team at Auto West Infiniti for follow up.