Buick's '24 Hours of Happiness' Test Drive Encourages Wellness on the Road
Laura McQuarrie — July 28, 2015 — Autos
The consumer search for health and wellness has gone so far, that brands like Buick are reaching out with initiatives like its '24 Hours of Happiness' test drive to boost car sales.
As the name of the test drive suggests, Buick is making it possible for drivers to really get a sense of how one of its models will fit into their life. In contrast to the stress and pressure many consumers feel when returning to a dealership after taking a car for a quick spin, 24 Hours of Happiness gives car shoppers the space to breathe easy.
Beyond being able to take the car for a spin to the local grocery store or to pick up the kids, Buick also arranged for the experience to involve soothing sounds, scents and even a gew yoga techniques to help people relax on the road.
As the name of the test drive suggests, Buick is making it possible for drivers to really get a sense of how one of its models will fit into their life. In contrast to the stress and pressure many consumers feel when returning to a dealership after taking a car for a quick spin, 24 Hours of Happiness gives car shoppers the space to breathe easy.
Beyond being able to take the car for a spin to the local grocery store or to pick up the kids, Buick also arranged for the experience to involve soothing sounds, scents and even a gew yoga techniques to help people relax on the road.
Trend Themes
1. 24-hour Test Drives - Buick's '24 Hours of Happiness' Test Drive encourages car shoppers to experience their models for a day instead of a quick spin.
2. Wellness-focused Marketing - Health and wellness are becoming key targets for marketers, who are finding innovative ways to connect physical health with more general happiness and wellbeing for consumers during everyday activities.
3. Customer Experience-driven Product Design - Using the customer experience as a key driver of a product's design has the potential to set companies like Buick apart from their competitors with innovative, customer-centered designs.
Industry Implications
1. Automotive - The automotive industry might look to wellness and the customer experience to target consumers that are increasingly interested in how their purchases contribute to the overall quality of their life.
2. Health & Wellness - Companies in the health and wellness industry can consider how to bring a sense of mindfulness, relaxation and comfort to their products, to appeal to consumers looking for ways to relieve stress and improve their overall health..
3. Retail - Retailers can look to more engaging and personal experiences, like test drives or other types of in-store trials, to provide customer experiences that differentiate their brands and increase customer loyalty.
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