Jeep Test Drives

The Context

Jeep has a winning lineup up of vehicles and they came to Proof Experiences to deliver a winning experience. The campaign goals were to generate awareness of key vehicle benefits, increase positive opinions and boost consideration through quality test-drives and in-depth product discussions.

The Solution

We wanted drivers to feel what it really means to be a Jeep owner, so we created a massive footprint that brought the ‘off-road’ experience to the city, including off-roading obstacles as part of the test drive. With outdoor decor and 3D optical illusion art, drivers were immediately transported to the mountains for a photo opportunity before getting behind the wheel and testing the vehicles or talking to our highly trained product specialists. As an added layer, we integrated a lead generating contesting component which allowed Jeep to conduct highly targeted follow-ups with potential customers who were eager to hear more about the product. The tour was Canada-wide, stopping at ten high-traffic, on-brand events.

The Results

At the end of the tour, we spoke with over 40,000 Canadians, totalled over 2,300+ test drives, averaging 73/day. We amassed over 9,000+ contest entries with almost 1,700 leads and hand raisers – entrants opting into receive more information from Jeep directly (128% above target).

Services Provided

  • Campaign Development & Concept Testing 
  • Experiential Marketing Strategy & Execution 
  • Production & Creative Development 
  • Staffing Solutions Recruiting & Training 
  • Team Leads 
  • Event Logistics 
  • Supplier Sourcing & Management 
  • Reporting, Measurement & Analytics 
  • On-site Management 
  • Translation & Experience Adaptation for Quebec 
  • Tour Planning 
  • Consumer Education