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ZEEKR — Loyalty Program for Car Owners (Test Drive Day + Golf Weekend)
For ZEEKR, we developed a loyalty program built not around discounts, but around emotion, exclusive experiences and a strong sense of belonging to the brand community. Within just 10 days, we delivered two consecutive events – Test Drive Day and Golf Weekend. The first event became not only a customer touchpoint, but also a source of actionable data: we introduced a CSI survey, analyzed guest feedback and immediately used the insights to improve the second event. For Golf Weekend, we enhanced the gamification mechanics and introduced an Event Passport, lifestyle activities, a golf masterclass, a mini-tournament and test drives of new models. As a result, 100% of guests participated in the activities, the event itself received a score of 9.71 out of 10, and CSI increased from 8.78 to 9.31 in just 10 days. Digital support extended the project far beyond the offline venue, generating more than 12 million views across event-related content. The project demonstrated that in the premium automotive segment, loyalty is driven primarily by product experience, service, status and community – not discounts.
Project objectives:
Strengthen loyalty among existing ZEEKR owners, create regular customer touchpoints, turn owners into brand advocates, introduce measurable feedback and CSI tracking, increase audience engagement and expand the program’s reach through PR and digital communications.
Eldar Makazhanov
Creative Director
For us, it was important not simply to deliver two visually strong events, but to understand what truly drives loyalty among ZEEKR owners. After the first event, we collected guest feedback and applied those insights just ten days later. The result was higher CSI, 100% engagement and a clear understanding of how to further develop the brand community. This project showed that in the premium segment, strong customer relationships are built not through discounts, but through quality experiences, attention and a genuine sense of belonging to the brand.
Results:
CSI: 8.78 → 9.31 / 10
Golf Weekend rating: 9.71 / 10
Guest engagement: 100%
Content views: 12,000,750+