CASE STUDY

Renault Boreal: 53% Virality Rate on Argentina's First Ever Live Test Drive

How Baires Rivadavia partnered with Growth Hack Studio to use Terrific's Live Shopping to launch the Renault Boreal in Argentina's first automotive live commerce event, driving 65% active viewers and 53% virality on their own digital channel.

Two overlapping circular portraits, one of a young man with glasses and a necklace, and the other of a woman with earrings and a black top.

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RESULTS AT A GLANCE

53%

Virality Rate

65%

Active Viewers

11%

Engagement Rate

1st

Live Auto Test Drive in Argentina and South America

Challenge

The Challenge

Builds trust

with real-time interaction

Improves AOV

through guided selling & recommendations

Goals

The Challenge

Baires Rivadavia is one of Argentina's leading Renault dealerships, part of Grupo Espasa, the automotive group behind one of the country's most ambitious digital consumer experience strategies. When the team prepared to launch the Renault Boreal, they faced a structural challenge familiar to every dealership in the region: the physical test drive is still the #1 purchase conversion driver in automotive, with research showing test drives convert at rates between 30% and 50%. Yet buyers today are increasingly digital and reluctant to walk into a showroom without prior buying intent.

Standard launch tactics like TV spots, paid social, and dealership events couldn't bridge that gap. Baires Rivadavia needed a format that could recreate the excitement and credibility of a test drive in a fully online environment, generate qualified leads at the moment of peak intent, and prove that live commerce could work for automotive in Argentina and South America. The goal wasn't to replace the showroom. It was to pre-qualify the right buyers before they ever set foot in one.

Goals

Launch the Renault Boreal with a format that recreated the test drive moment online
Generate qualified leads ready to book a physical test drive or speak to a sales advisor
Prove that live commerce works for automotive in Argentina and South America
Position Baires Rivadavia as the digital first dealership in the Renault network

Solution

The Solution

Baires Rivadavia, Grupo Espasa, and Growth Hack Studio deployed Terrific's Live Shopping platform to broadcast a real-time test drive of the Renault Boreal on their owned digital channels, hosted by one of Argentina's most respected automotive journalists and built around a dual conversion CTA.

Live Test Drive Storytelling

The Renault Boreal wasn't shown in a studio. It was driven live, on camera, by Mariano "Peto" Colombo, host at TV Pública and TyC Sports, author of a published book on Formula 1, and a creator who test-drives a different car every week. The car was the star, in motion, with technical commentary and live Q&A happening in real time.

Owned Environment, Full Control

The entire experience streamed on the dealership's owned digital channels, not a third party social platform. Every viewer, every CTA click, and every advisor request was captured as first party data that Baires Rivadavia and Grupo Espasa fully own.

Dual Real Time CTA

Two conversion actions ran throughout the broadcast: "Talk to an Advisor" connected viewers instantly with a live sales rep, and "Book Your Test Drive" turned online attention into a physical showroom appointment. Both fired at peak intent, while Peto was behind the wheel.

End to End Live Commerce Infrastructure

Terrific delivered the full live shopping stack: seamless streaming, interactive overlays, real-time analytics, and integrated conversion flows. Growth Hack Studio led the digital strategy, audience activation, and campaign execution to make sure the right people showed up and engaged.

Worked

Why It Worked

Builds trust

with real-time interaction

Improves AOV

through guided selling & recommendations

Credible Host

Peto Colombo brought 82K Instagram followers, 651K TikTok likes, and national media authority that no scripted ad could manufacture.

Owned Environment

All engagement and conversion data stayed with Baires Rivadavia and Grupo Espasa, not a social platform's algorithm.

Real Vehicle in Motion

The car was driven live on camera, not staged in a showroom, giving viewers the emotional pull of a test drive without the dealership friction.

Dual CTA at Peak Intent

Viewers could book a physical test drive or talk to an advisor in the same second they were watching the car perform.

Industry First

The first automotive live shopping event in Argentina and South America generated organic shares, category authority, and a 53% virality rate.

Pre Qualified Leads

Every lead came from a viewer who had already watched the Boreal in action, compressing the 14 digital touchpoint research journey today's car buyers move through before walking into a dealership.

Takeaways

KEY TAKEAWAYS

The physical test drive still converts at 30 to 50 percent. Live commerce can pre-qualify the buyers who walk into the showroom, shortening the path from 14 touchpoints to one.

Hosting a live event on owned channels keeps the audience, the data, and the brand experience in the dealership's hands, not the social platform's.

The right host (a credible category voice, not a presenter) turns a sales event into content that audiences choose to share. A 53% virality rate is what that looks like.