Mercedes-Benz, a luxury sports car brand, organizes prestigious driver training events every year: Safety-Experience and AMG Driving Academy. The purpose of these training events is to provide customers with an unforgettable experience behind the wheel of the latest AMG models and teach advanced driving techniques in challenging conditions.
How can we reach automotive enthusiasts and newcomers?
Ticket sales for individual dates are handled by the brand’s dealerships, including our Client, BMG Goworowski, and consequently also by our marketing agency.
The main challenge was reaching the right target audience. The first segment consisted of automotive enthusiasts who had already dreamed of an exciting experience behind the wheel of a Mercedes-Benz. The others were people who were only beginning to take an interest in the automotive industry and were unaware of this type of training.
We target passions and inspire dreams of driving a Mercedes-Benz
We developed a comprehensive campaign using a variety of channels, based on a strategy created specifically for this campaign. Its objective was to reach the target audience effectively and encourage them to purchase tickets for both training events.
It is worth noting that the customers we needed to sell tickets to for AMG Driving Academy and Safety-Experience were different, even though both training events were automotive-related.
What contributed to the successful ticket sales for both events?
The sales campaign components that contributed to the successful sale of tickets for the prestigious Mercedes-Benz training events included a range of activities. The campaign used dedicated landing pages with information about the training events, encouraging visitors to leave their contact details. A social media communication strategy was also important, with content promoting the training events, including photos and videos from previous editions.
In addition, paid advertising campaigns were run on social media (Meta ADS) and Google ADS, focusing on promoting the training events and encouraging participation. All these activities were integral to the sales success and are described in detail below.
Landing page
We created dedicated landing pages for each event. They presented the benefits of participating and detailed information (dates, prices, available places). We designed the pages so that their content encouraged visitors to submit their details through a form at the bottom of the page. We emphasized that submitting the form did not constitute registration for the training, so potential customers would feel less committed (this helped address their concerns later during contact with the organizer).
With support from our web design specialists, we also updated the BMG Goworowski website so that existing customers could easily find information about the training events and reach the dedicated landing page.
Communication strategy
When creating content, we used themes based on the experiences of participants in previous editions of the training events. Photos and videos from previous editions were used for social media promotion. Showing exciting moments behind the wheel was intended to encourage potential customers to take part in the upcoming training events.
The content was published on Facebook, Instagram, LinkedIn and the Google Business Profile.
Meta ADS
We used paid campaigns displayed on social media platforms to promote the events. We published specially prepared graphics and video reports from previous training events. In the first stage, the campaign was designed to gather people with a general interest and inform them about what the training events involved, what participants could gain from them, and the emotions associated with them.
We also created a conversion campaign. It focused on sales and reaching people who wanted to leave their details in the form and learn more before finally purchasing a place.
Our next step was to set up a set of ads targeting only people who had already visited a given landing page – a so-called remarketing campaign.
It is worth noting that we continuously adjusted the technical settings, graphics and content of the advertising campaigns described above. We communicated the availability of the last remaining places and promotional prices.
Google ADS
We also decided to use paid Google advertising campaigns.
They were designed to focus on key areas that attracted potential customers’ attention and encouraged them to participate in these prestigious training events.
When implementing the campaigns, we focused on several important elements that contributed to strong results:
- targeting specific interests and passions;
- using precise targeting;
- creative and attention-grabbing assets.
Importantly, we continuously monitored and optimized the campaigns, responding to feedback and changing market conditions. This made them more flexible and better adapted to the audience’s changing needs and behavior.
Through advertising in the Google ADS ecosystem, we effectively increased the visibility of the training events organized under the BMG Goworowski brand in search results and across the wider advertising network. This generated interest in the events and, as a result, contributed to achieving the sales targets.
100% success in fulfilling automotive dreams
Thanks to comprehensive marketing support and cooperation with BMG Goworowski, all places for both Safety Experience and AMG Driving Academy were sold! We repeat this success every year – all available places were also sold in previous editions.
The key results of our activities are presented below.
Benefit from our experience
What we value most in our cooperation with evostudio is their speed, reliability and unconventional approach.
Since 2018, we have been very satisfied with the work of all evostudio specialists and recommend them as an effective and professional partner.
Marketing Director at BMG Goworowski
Adam Braumberger
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