Situation

General Motors/Oldsmobile, an international automotive giant came to All Star looking to increase test drives and, as a result, the sales of cars and trucks. The challenge was to find a desirable brand name incentive that would appeal to a wide range of potential car buyers and motivate them to take test drives.

Solution

We created a custom direct mail campaign that invited more than 500,000 consumers to their local dealerships to test drive a vehicle and receive a no-obligation Nikon Nuvis APS camera kit afterwards. Potential customers who requested vehicle information over the phone or through the company's web site were also invited to take a test drive and receive the free gift. The camera kit included a carrying case with the company’s logo, a roll of film, two batteries, and a thank you card, making the complete program picture-perfect.

Results

The program generated more than 40,000 test drives and resulted in a 7% increase in sales over the previous year in participating dealerships.