In April 2016 we launched a two weeks long activation period to throw our target group off course on their established user journey. With the help of Google's new AdWords BETA version we identified our target group very precisely and hijacked members googling for a test drive with an unavoidable offer: „the 'Italian' art of persuasion“.

We did not dissuade people from planning a test drive with our competitors. In fact, on our promotion website we even encouraged and supported their plans: Firstly, we helped to book a test drive with Audi, BMW or Mercedes, and then we helped them to get to their appointment at the car dealer. - By providing them a brand new Maserati Ghibli.

Evaluating the online and mobile research for test drives with competitor’s cars, potential customers of the key target group were filtered, exactly. Thanks to AdWords’ new BETA version, we achieved an exceptionally high response rate.

Via individually adapted Google ads, the evaluated persons were forwarded to the campaign’s website, where a registration for „the ‘Italian’ art of persuasion“ was offered.

To optimize the conversion rate, Maserati simplified their potential customers’ booking process and took on all administrative tasks, including the appointment for a test drive with the competitors, if needed.

After registering for the promotion, the participants were picked up at home or at work by a Maserati car dealer, who handed over the car keys and let the potential customer drive the Ghibli to their original test drive with an Audi, BMW, or Mercedes. And of course, afterwards, was invited to drive the car back home.

Thanks to the cooperation with Google AdWords BETA, and the approach of the clearly defined peer group, Maserati achieved a click-trough-rate of 8%.

With regards to sales/lease, the conversion rate was nearly at 10% (9,7%). The amount of test drives increased by almost 150% (147%), when compared with the preceding month.