Increasing awareness and test drives for Polestar models with Snows Motor Group
A customer communications and social-led campaign that promoted Arrive and Drive events, helping convert awareness into pre-booked test drives and direct vehicle sales.
The Story
Snows Motor Group wanted to increase awareness of its Polestar offering and create stronger visibility for the electric vehicle range with a relevant, high-intent audience. The objective was not just broad brand exposure, but meaningful interaction with prospective buyers who could experience the vehicles first-hand.
By positioning the activity around drivers already engaged in the EV journey, the campaign created a practical route from awareness to action. Instead of relying only on dealership footfall, the proposition was taken to a location where electric drivers were already spending time, relaxed and open to discovery.
The Solution
The campaign centred around two Arrive and Drive events at Winchester Superhub, held on 12–13 December 2025 and 21–22 March 2026. Each event offered 20 pre-booked test drive slots, with additional walk-ins on the day.
To drive attendance and awareness, the events were promoted through a joined-up mix of customer communications and social media. Snows Motor Group featured in InstaVolt newsletters in November 2025 and February 2026, while LinkedIn activity before and after the events helped build anticipation, extend reach and reinforce the event story.
This approach combined audience relevance with real-world experience. Rather than waiting for potential buyers to visit a showroom, the campaign brought the vehicles directly to an EV-minded audience in a setting that felt natural, timely and highly contextual.
Campaign at a Glance
Customer communications
- February 2026 newsletter: 244,400 recipients, 47.5% open rate, 1.4% click-through rate and 291 opens on the event booking module.
- November 2025 newsletter: 257,465 recipients, 45.9% open rate, 1.3% click-through rate and 62 opens on the event booking module.
Social media and content
- LinkedIn activity supported the campaign before and after the events, adding visibility and engagement.
- Post examples included 1,066 impressions with a 4.3% engagement rate on 16 March 2026 and 1,663 impressions with a 4.7% engagement rate on 24 March 2026.
- December event posts also performed well, with 826 impressions at a 3.6% engagement rate and 857 impressions at a 2.45% engagement rate.
Event outcomes
- Two Arrive and Drive events were delivered at Winchester Superhub.
- All 20 test drive slots were pre-filled for each event, with more walk-ins on the day.
- Direct sales attributed to attendees currently stand at 3 from the December event and 7 from the March event.
The Reward
The campaign delivered strong commercial and awareness outcomes. Newsletter performance landed well above typical benchmark levels, LinkedIn added further reach and interaction, and the events themselves converted attention into booked experiences and direct sales.
Across the two events, 40 test drive slots were filled in advance, with additional walk-ins adding to the total engagement on the day. The campaign has so far been directly linked to 10 vehicle sales, demonstrating that the format can do more than generate awareness — it can help move potential customers into purchase.
The activity also delivered useful learning for future rollouts. Weekend and holiday timings generated stronger interest than Friday-led events, and the March event outperformed the December activation, suggesting that spring is a stronger period for this style of campaign.
“InstaVolt gave us a highly relevant way to put the Polestar range in front of EV drivers already engaged in charging. The combination of customer communications, social promotion and in-person events helped us generate strong awareness, valuable test drive bookings and direct vehicle sales.”
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