At the same time, small businesses struggled to meet delivery demand during peak shopping periods, limiting their competitiveness. VML Argentina's "Transit Days" solved both problems with one idea Transit Days – offering a traditional test drive, where Ford Pro lent Transit vans to their core audience (SMEs) for seven days, allowing them to use the vehicle as part of their real operations during high-demand moments.
This transformed the product from something to evaluate into something to depend on. Transit Days proved that the best way to sell utility…is to deliver it.
Transit Days
Turning test drives into 7-day business trials that proved the value of real delivery demand
Client
- Ford
Bureau
- Argentina
Ford Pro faced a dual challenge: its core audience didn’t have time for test drives, while its Transit fleet remained underused in dealerships.
On one side, its core audience, SMEs, struggled to compete with large retailers, especially during peak sales periods like Cyber Monday or Hot Sale. Limited logistics capacity meant slower deliveries, frustrated customers, and lost sales.
On the other, Ford’s solution, the Transit van, was not being experienced.
Traditional test drives were ineffective. SMEs didn’t have the time to attend them, as their focus was on keeping their business running, particularly during high-demand moments.
Ford Pro needed to find a way to connect a highly relevant product with an audience that couldn’t engage with it, while solving a real business problem in the process.
Ford Pro’s Transit Days turned an underused asset into a business solution. Instead of brief test drives, SMEs used vehicles for 7 days during peak sales periods. This shifted the brand from marketing into operations, becoming part of clients’ businesses. The idea redefined test drives as real solutions, not simulations, demonstrating value by boosting delivery capacity up to 40x. Transit Days didn’t just promote a vehicle—it transformed idle inventory into economic opportunity and created a new category of test drive.
Ford Pro’s Transit Days drove strong results across behavior, business, and brand. 160 SMEs joined the program, significantly boosting delivery capacity—up to 40x—by switching to Transit vans. The initiative generated direct sales and achieved higher conversion rates than traditional test drives. It also strengthened brand perception, positioning Ford Pro as a true business partner. Scalable and sustainable, the program will expand with an estimated 90 vans deployed annually, transforming how SMEs experience and adopt the product.
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