Based on studies, folks at Buick’s marketing department have decided to make the test drive experience a little more pleasant for their customers. They have introduced the 24 Hours of Happiness Test Drive, a daylong test drive experience complemented by sounds, smells and even yoga techniques that will “help encourage well-being and happiness on the road.”
Much has been tried throughout the years in the automotive industry for marketing purposes, but to use yoga techniques that allegedly make the drivers enjoy the driving experience better is something else. For their customers to understand what Buick is talking about, they brought together some of America’s leading experts on happiness and well-being.
One of those experts is Chad Dennis, a touring yoga instructor to Maroon 5 and One Direction. Sure, he’s not visually present in the video below, as he rather takes the role of the raconteur of the clip. Instead, the automaker had the beautiful model take the steering wheel of a Buick Verano and showcase the trainer’s simple yoga sequence.
These relaxing techniques can be performed before or after the test drive, Buick says and are designed to alleviate tension, improve physical performance and aid mental clarity and focus.
Leaving all the marketing talk aside for a second, we’d like to say that the authenticity factor is worth mentioning. After all, they didn’t just resume at a beautiful model that takes all these rather eye-catching poses on the hood of a car. No, they didn’t use Rafaeli for her beauty solely. Instead, they wanted to prove how much they care about drivers. After all, we are living the times when a bit of relaxation is always welcomed.
All these considered, you’d probably want to know this video is part of Buick’s campaign that advertises its new 24-hour test drive program in the US. In other words, you should expect other similar videos soon.
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