Generating 2,800 qualified test drive bookings for a new model launch
Luxury Vehicle Distributor
Qualified test drive bookings
Test drive show rate
Average cost per test drive
Test drive to order conversion
Launch windows in automotive are short and unforgiving. The distributor had a 6-week pre-launch period to generate maximum qualified interest before competitors could respond. Previous launches had relied on traditional media; this was the first fully digital launch programme for this brand in the UAE.
We designed a phased reveal strategy — moving from intrigue to feature reveal to test drive invitation — with channel selection driven by audience income and purchase intent signals. We used programmatic DOOH in high-income residential and commercial districts as a brand presence layer alongside performance-focused digital channels.
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Three-phase reveal campaign across 6 weeks
- 02
YouTube, Instagram, Snapchat, and programmatic activation
- 03
Programmatic DOOH in 14 premium locations across Dubai and Abu Dhabi
- 04
Test drive booking system integration with CRM and dealer allocation
- 05
Lead qualification calling script developed with sales team
- 06
Real-time optimisation dashboard shared with distributor team daily
The model sold out its first allocation within 11 weeks of launch — faster than any previous model launch for this brand in the UAE. The test drive conversion rate of 23% was double the historical dealership average, attributed to the qualification process built into the booking flow.
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