OOO Test Drive

Would the chances of this message being read increase if the sender is another CEO like them? With this in mind, we used a personalised messaging strategy on LinkedIn to target more than 2,000 executives with personalised invitations during a three-week campaign. Our approach was data-driven, using targeted messaging and a clear call to action to book a test drive. To add a touch of exclusivity to the campaign, we offered executives Jesús Alonso's personal Mustang Mach-E to test drive while he was on holiday. This unique opportunity brought prestige and added value to our campaign.

Over a period of three weeks, we linked the entire Ford ecosystem to break all the Test Drive rules; from the CEO's innovative LinkedIn message that provoked the other C-Suite, to the Ford call centre that responded immediately (in less than 60 seconds) acting as Jesús Alonso's assistant, to the dealer network that ensured a vehicle could arrive at the C-Suite as requested. While the experience was straightforward, the backend was extremely complex.