Buick Announces 24 Hours of Happiness Test Drive Program
Buick has announced that it is giving potential customers the opportunity to take any new Buick vehicle of their choice out for a full day with the 24 Hours of Happiness Test Drive event. Starting on July 22nd, participating dealerships around the country will let drivers take a new Buick out for a spin for an entire day; additionally, Buick’s campaign will consist of multi-platform content aimed at promoting happiness and inspiring tranquility.
“From the refined and sculptural design of our vehicles, to the environment of our showrooms, to our award-winning customer service, happiness and a sense of well-being are inherent in everything we do,” said Duncan Aldred, U.S. vice president, Buick.
Buick says that it teamed with experts including yogis, yoga instructors, meditation experts, and masseuses to create podcasts, videos, and images to help promote happiness and a general sense of well-being. This includes “The Buick Pressure Check,” a serious of GIFs created by proclaimed massage therapist to the stars Dr. Dot; “The Buick Meditation Map,” a podcast and short film created by Jeff Kober with the intention of increasing awareness and focus; and “The Buick Atmosphere,” an in-car aroma put together by Amanda Chantal Bacon and Irene Neuwirth.
The key component of the campaign, however, is the ability for potential Buick owners to leave their current vehicles at dealership lots overnight so that they can ostensibly borrow any new Buick model for 24 hours. A list of participating dealerships can be found at http://www.buick.com/testdrive.html.