Buick and its participating dealers recently introduced the 24 Hours of Happiness Test Drive, a 24 hour test drive experience complemented by sounds, smells and even yoga techniques to help encourage well-being and happiness on the road.
Driving can be stressful, especially during rush hour or for those who get lost. A recent survey of drivers conducted online by Harris Poll – commissioned by Buick – shows 57 percent are interested in learning how to lower their stress while driving.
“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.
Separately, a recent AutoTrader.com “Car Buyer of the Future” study found that 88 percent of consumers said they would not buy a car without test driving it first. And a majority of those surveyed said they wanted more convenience and less pressure while test driving.
The 24 Hours of Happiness Test Drive content offers exclusive videos, podcasts, compressed digital images, and even a recipe for an in-car fragrance designed to make any car journey a happier experience. This online content is expected to help to engage new customers and complement the dealer-offered 24-hour test drive.
To create the 24 Hours of Happiness Test Drive, Buick brought together some of America’s leading experts on happiness and well-being. They used the beauty, calm and refined comfort of Buick vehicles to inspire their specialized content.
Bar Refaeli
Bar Refaeli struck yoga poses with a Buick in a a new campaign for the luxury vehicles.
The 30-year-old Israeli model held yoga poses as celebrity yoga instructor Chad Dennis offered alignment tips in a new video.
Bar wore a cropped long-sleeved grey top and grey leggings as she showed relaxing ways to integrate yoga and driving.
The experts include:
- Shawn Achor, author, happiness researcher and CEO of GoodThink Inc.
- Chad Dennis, yoga instructor to the stars
- Bar Refaeli, Israeli supermodel and yogi
- Amanda Chantal Bacon, wellness guru and Moon Juice founder
- Jeff Kober, actor and meditation coach
- Irene Neuwirth, jewelry designer and Council of Fashion Designers of America award winner
- Dr. Dot, masseuse to the stars
The content includes:
“The Buick Road to Happiness,” a motivational podcast and short film created by Achor with Buick. Intended to be listened to on the road, it is designed to help increase a driver’s sense of happiness and well-being.
“The Buick Body Shop” is a custom yoga video by Dennis, starring supermodel Bar Refaeli. As touring yoga instructor to Maroon 5 and One Direction, Dennis is well-versed in practicing yoga while on the road. His simple yoga sequence, performed before or after the test drive, is designed to alleviate tension, improve physical performance and aid mental clarity and focus.
“The Buick Atmosphere” is an in-car atmosphere created by Bacon and Neuwirth. Bacon turns her culinary talents to fragrance – mixing a custom in-car scent inspired by Buick’s calm and comfortable interiors and designed to elevate and stimulate the senses.
Red carpet jewelry designer Neuwirth created a unique diffuser for the fragrance featuring wood, crystals and Choccachino Buick leather (her first non-fine jewelry creation). The Buick Atmosphere fragrance is easy to create at home and the recipe, a simple mix of Amanda’s favorite essential oils, will be online. A suggested soundtrack and menu of healthy snacks complements the fragrance.
“The Buick Meditation Map” is a podcast and short film by actor and meditation coach, Kober. For Buick, he created a special guided meditation to be performed before or after the drive. His Buick Meditation Map has been designed to increase awareness, mental clarity and focus, and get participants in what he calls “the drive zone.”
“The Buick Pressure Check” is a series of compressed digital images, or GIFs, by Dr. Dot, also known as “massage therapist to the stars.” With the stress of driving in mind, Dr. Dot designed a simple pressure point massage technique intended to be self-administered before, during (while safely stopped) or after the test drive. The techniques are designed to ease tension in the head, ears, jaw, neck and shoulders.
“We believe this innovative content and dealership experience will connect Buick with a heightened sense of well-being and create additional excitement about the brand,” Aldred said.
The 24 Hours of Happiness Test Drive content, as well as information on how to participate in a test drive in your area, is available here. Content also can be accessed from the Buick Verano, Regal, LaCrosse, Encoreor Enclave using the available OnStar 4G LTE and WiFi hot spot.
Methodology
The survey was conducted online within the United States between June 25 and 29, 2015 among 2,018 U.S. adults ages 18 and older, 1,841 of whom are drivers, by Harris Poll Online on behalf of Buick.
