When Kia asked us to come up with some ideas for a fleet event, we decided to rethink our approach. Traditional fleet events tend to be bolted onto an existing retail tour, designating a day at the beginning or end of the tour for fleet customers. This generally makes for a cost-effective way of introducing a car to a different audience. The issue with this is our customers’ availability. Fleet buyers have very little time, and travelling to a venue can be prohibitively time-consuming.
Fusion’s solution was a double-header. Not only would we create a series of dedicated ‘hero’ events at central locations, but we’d use the downtime between them to schedule SME business visits. This flexible approach allowed many more appointments for a time-poor audience.
Road routes were designed to highlight USPs, features and benefits of the range, and over 5 weeks we delivered nearly 700 test drives.