Talk Drive
Talk Drive
Talk Drive
C SANTOS VP
C SANTOS VP
A test drive scheduled with the car itself.
Challenge
The dealership market is very competitive, thus, when C.Santos VP needed to think about the roadshow of the new Mercedes-Benz Class A, it was essential to be able to differentiate.
Solution
One of the biggest upgrades of the new Class A is that it allows the user to talk with the car. So why not take advantage of that to schedule a test-drive?
Talk Drive, a new test-drive experience, enabled consumers to get in touch with one of the key features of the car, the MBUX technology with voice command, encouraging them to interact with the product before they even knew it. One of the biggest challenges was the voice processing in Portuguese, since current systems have low success rates in identifying intentions in this language.
Results
The action achieved the best results in the brands history and the best return on investment ever: more than 4,000 visits on the site and more than 354,000 unique users. Action ads have been viewed more than 1.7 million times.
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