The answer to that question is: by changing the game, by offering more than an ordinary test drive and promotional offer. As each part of the car was reinvented and improved, we immediately felt this car asked for so much more than a simple test drive.

We launched the Most Detailed Test-drive ever in which 31 field- experts literally tested all parts of the car. For instance, Fog lights got tested by a real forester, the car’s windscreen wipers by a window cleaner, the dual zone air conditioning by an identical twin etc.

We coupled this test drive with a contest to win 1 year of free driving with the new Mazda3 to get to know the car inside out.

While the site was live, mazda.be had a 12.5% increase of unique visitors interested in the new Mazda3. In just one month, 27% more people applied for a test drive of the new Mazda3.