The billboard carried a headline activating a behavior from the target to experience the brand - to test drive the Range Rover Evoque.

Making consumers test drive a car and experience it is often the best way to convince them to buy it.

This sales strategy is amplified in the idea - they can actually test drive the car by bringing it down from a billboard near them.

The Test Drive Billboard increasing the number of test drives 5 times over, compared to the number of test drives from the showroom.