How Maddox put Infiniti prospects in the driving seat.


Consumers reached during the Rolling Roadshow campaign.


Leads requesting a test drive with an interest in purchase.


Consumers experienced a mini test drive from Maddox's team.

Campaign: Rolling Roadshow

Location: Central London

"Creation of 'on the spot' test drives worked as the perfect mechanic to 'sell' Infiniti and drive consumer interest."

The Task. Our brief from the client...

Maddox took a pivotal role in the UK launch of the Infiniti luxury car brand, generating test drives and sales by educating prospects about the range.

We took a two-pronged approach to generating awareness and desire.

Our Idea. The campaign we delivered...

We devised a plan to take a fleet of top-of-the-range Infiniti FX's to the streets of Central London, taking in commuter hotspots and major business parks, where prospects were able to take impromptu test drives.

We also set up eye-catching Infiniti showcases targeting city workers at Broadgate Circle and Canary Wharf. Our team demonstrated the unique features of the range and handed out luxury goody bags and brochures to potential buyers.

A text-to-win competition gave entrants the chance to win an Infiniti FX for a month and captured valuable customer data.

Taking Infiniti 'test drives' to the consumer was a new and effective way of driving interest and ensuring new consumers were introduced to the Infiniti FX.