How Cycle & Carriage Singapore turned WhatsApp into its main channel for events, test drives, and high-net-worth engagement
The event workstream produced an immediate shift in how leads were captured and followed up. Contacts that would previously have been lost were now in the pipeline before the event ended.
On the VIP side, customer response rates to personalized WhatsApp communications were meaningfully higher than equivalent outreach through traditional channels. Customers who received exclusive event invitations via WhatsApp converted to attendance at a higher rate.
Cycle and Carriage is one of Singapore’s most established automotive groups, with heritage going back to 1899. Today it retails Mercedes-Benz, Mitsubishi, Kia, and Citroen as part of the Jardine Cycle and Carriage Group. Mercedes-Benz is the centerpiece of its premium offering.
Buying a premium vehicle in Singapore is rarely impulsive. Serious buyers research extensively, attend multiple events, visit showrooms more than once, and take their time. In a city of five million, the pool of qualified buyers is finite. Every conversation carries weight.
Cycle and Carriage came to ADA with a clear mandate: sharpen how events converted interest into pipelines and deepen how the brand stayed close to its most valuable customers.
Cycle and Carriage runs motor shows, model launches, and roadshows year-round. These events are the primary touchpoint for serious buyers, and the brand invests significantly in making them count.
As the business grew, so did the opportunity to make every stage smarter. Before and during events, the goal was to turn genuine interest into a structured, ready-to-act pipeline, captured in the moment rather than reconstructed afterward.
For high-net-worth customers, the ambition was different in nature but consistent in direction: to make every touchpoint feel as premium as the product itself. Invitations to exclusive previews, private dinners, and priority access needed to feel like a direct personal outreach.
For pre-event activation, ADA deployed Click-to-WhatsApp ads alongside every campaign. One tap and a potential buyer was in conversation, no landing page, no form, no drop-off. Event details, booth location, and reminders landed in a channel where they would actually be read.
At the booth, ADA replaced the standard form-fill with a structured WhatsApp engagement flow that captured and qualified contacts in real time. By the time the event closed, the sales team had a clean, actionable lead list built during the event. ADA also helped develop a tactical gift redemption program.
For Cycle and Carriage’s most valuable customers, ADA built a personalized WhatsApp communication layer for exclusive previews, private dinners, and loyalty moments. Every message was crafted to feel like a direct personal outreach.
