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Case study · Deep dive · Open days

Ten days to fill a showroom

An open day is won three weeks before the day itself: the audience, the test drive booking, the reminder the day before, the follow-up after. Step by step, with two groups who do it every month.

Vulcain Group in Lyon, Théobald Group in north-east France and Belgium

€1.2per Google conversion over ten days of open days at Vulcain, March 2026: 324 conversions
252,501people reached on Meta over those ten days, for €1,016 of budget in total
€17per lead on open day ads at Théobald, against €39 on multi-model campaigns

What gets in the way

On the day, it is too late

A successful open day is prepared three weeks ahead. On the day, it is too late to fill the diary.

Many dealerships launch their ads the day before, across the whole region, with a "come along". The result is well known: footfall, few test drives booked, and nobody to follow up with the people who looked.

At Vulcain and Théobald, we do the opposite: a prepared audience, a precise offer, a test drive booked in seconds, and a radius of a few kilometres around each dealership.

The story

Before, during, after

Same gesture, two journeys: real time on the left, sped up on the right.View full screen

Before

Book a test drive without leaving Facebook

Ten to fifteen days ahead, the ad offers a test drive slot. The instant form is already filled in from the profile: pick the day, send.

At Théobald, short, local open day ads bring leads at €17, against €39 for multi-model campaigns.

After

Follow up with those who came to look

After the event, people who looked at a car on the website find it again in their feed, with the open day offer. That is often when the test drive gets booked.

The numbers

Ten days at Vulcain, every month at Théobald

324Google conversions over ten open days at Vulcain, March 2026
€1,016of budget for those ten days, Google and Meta included
28open day ads launched in one month at Théobald, in summer 2026
€17per lead on those ads, against €39 on multi-model campaigns
« Our open days come round every month: MyDigipal launches them, tracks them and tells us what they brought in. »
Jennifer Grand, marketing director, Théobald Group

Checklist

Your open days in six steps

The calendar we follow for every operation, dealership by dealership.

  1. Three weeks before: the audience

    Website visitors, past customers, people who looked at a model: we bring them together before spending.

  2. Two weeks before: the offer and the booking

    A clear offer and a test drive booking form, with a slot to pick.

  3. Ten days before: local ads

    One ad per dealership, within a few kilometres, on Google and Meta.

  4. The day before: the reminder

    A message to those who booked, and a call from the salesperson to confirm the slot.

  5. On the day: the calls

    Google ads put the dealership's number forward for people trying to get there.

  6. Three days after: the follow-up

    People who looked without coming find the car and the offer in their feed.

Frequently asked questions

Open days: what we get asked

What budget for an open day?

At Vulcain, ten days of open days cost €1,016 in total, Google and Meta included, for 324 Google conversions and more than 250,000 people reached.

Do you need one ad per dealership?

Yes. A radius of a few kilometres around each dealership costs less and attracts people who will actually come.

When should you start?

Three weeks before to prepare the audience, ten days before for the ads. The day before is too late to fill the diary.

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