Context
The network ran test-drive weekends twice a year. Footfall was strong on Saturday, but most sign-ups were collected on paper and reached branch sales teams days later. By then, many prospects had already visited a competitor.
Approach
We stretched the event into six weeks and gave people a reason to come back each week. Three decisions shaped the plan:
- Weekly draws instead of one grand prize, so momentum did not end after launch.
- Two-step booking: pick a model and branch first, personal details second.
- Routing rules that assigned each lead to a named salesperson, with a 30-minute response target.
The prize brought people in. The response time is what turned them into bookings.
Execution
Creative ran across social ads, branch displays and WhatsApp broadcasts. Every channel pointed to one booking page, tagged by source, so we could see which branches and channels produced real visits.
Branch managers got a weekly leaderboard on response time. It did more for follow-up speed than any reminder email.
What I’d change
I would set up the CRM integration before creative production, not in parallel. Two weeks of leads were routed by hand while the integration was finished, and those weeks had the slowest response times.