In order to maximise our message with efficiency/impact, we decided to broadcast in places where our audience was highly concentrated and felt concerned by the consequence of our insight: being late because of parking issues.So we developed a fake film opening, to make people believe that the movie is starting. This is suddenly interrupted by a screen explaining that the movie has to wait for the people, who are late because they’re not driving a smart...We dealt with the sales house to broadcast our commercial on the last slot before the movie starts (outside the classic advertising slot) in city centre cinemas (Paris: Champs-Élysées, Saint-Germain-des-Prés… almost 400 cinemas in France).

An increase of 15% regarding the test drive emailing return rate (compared to a regular emailing operation) = 203 test-drives can directly be related to our operation (a specific question was asked by the call centre).