First insight: There was no Wi-Fi at the exhibition centre.Second insight: Most car fans are keen on technology and would come armed with their iPhones and other smartphones.Third insight: Checking out cars is fine; driving a real Range Rover with up to 510 HP is a much more exciting proposition!Our idea: Let‘s communicate with visitors via talking Wi-Fi - the only free Wi-Fi available on-site.By delivering a clear message to their smartphones, we were able to invite visitors to a hands-on driving experience just outside the exhibition grounds.

More than 750 test drives over two days, interrupted on several occasions by officials confiscating 3 Wi-Fi devices. For Land Rover, an unmitigated success: 42 hot leads for Range Rover luxury vehicles, 5 vehicles sold to participants up to April 2011 - sensational for a small market such as Austria's!