The TikTok Test Drive

“This is what innovation on TikTok looks like.” – TikTok. The new Audi RS3 was coming. We needed to get people behind the wheel, because 94% of people who test drive an Audi, buy an Audi. However, with digital influence, test drives have been dropping. Instead of walking into dealerships for information on cars, consumers are heading to online platforms like TikTok. We needed to rethink how we deliver one of our most powerful conversion tools: the test drive. So, we brought the test drive to them. Introducing the world’s first TikTok Test Drive: An interactive ad campaign that turned doomscrolls into virtual test drives, with a simple hack of TikTok’s native “phone turn” mechanic. The TikTok Test Drive brought a traditionally physical experience into a digital space. By driving engagement and sparking real interest, 9 million virtual test drives converted into a 72,9% increase in real test drives – without us having to spend a thing on shooting new footage. By reimagining the role of mobile in the car-buying journey, we turned everyday scrolling into a gamified e-commerce experience that exemplified Audi’s mission to drive innovation at every turn.