The action was responsible, during the 4 months of the campaign, for the sale of 6,121 units, which represents a conversion rate of 2.81% and 5.630% ROI.Qualitatively, the regular communication with those who had tried the Fiat Idea became a new sales model through direct marketing, in which the test drive became the starting point of a buying process (not necessarily immediate). The action didn’t end with consumers at the dealer; it followed them, showing Fiat’s desire to be their choice. The research with those who tried also allowed for the creation of a detailed database for future communications.