Bright has organized 100+ automotive test drives across China and in some overseas locations. Event venues include highways in city outskirts, highlands, Gobi desert, grasslands and coastal areas.

Challenges:

• Need to differentiate each test drive to allow media to understand brand, product and technology highlights 

• Tremendous logistics and safety details

Solutions:

• Reflect product positioning: GL8 Test Drive – design a super long-distance test drive in a vast inland in Qinghai to highlight its spaciousness and comfort 

• Highlight selling points: Buick New Regal Test Drive – organize the event in Germany, with a media visit to Opel Design Center, to underscore its European-style maneuverability

• Experience Chinese culture: “Across China” Buick Cultural Journey – a new vehicle test drive each year to explore Chinese cultures in the vast inland regions

Achievements:

• Bright is renowned among auto media for designing and organizing good-quality test drives (professionalism, message design, considerations, safety precaution) 

• In-depth media stories after test drives greatly promoted new products and helped spur sales 

• Key models have all seen sales volume breakthroughs within 2-3 months after test drives