Extreme driving school in Kyiv
The goal of the advertising campaign
Our task was to attract new customers for extreme driving courses and children's karting classes. The main goal:
get a steady stream of applications via Instagram and Facebook;
ensure automatic upload of leads to Telegram for quick processing by managers;
test different segments of the target audience and determine the most effective directions.
Actions implemented by the "Necessary People People" team
1. Setting up advertising campaigns
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Campaigns have been launched with a focus on lead generation.
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Placements used: Instagram Feed, Stories, Facebook Mobile.
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The set advertising budget is $10 per day.
2. Creative development
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4 videos were created: a demonstration of extreme driving lessons, dynamic footage from karting tracks.
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8 banners with different UTPs were prepared for different target audience segments.
3. Automation of application processing
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Convenient uploading of leads to the Telegram bot has been implemented.
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This enabled managers to quickly contact potential clients.
4. Audience segmentation
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Target audience #1 is youth and adults interested in driving schools, extreme sports, and road safety.
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Target audience #2 — parents of children aged 6–12 (children's karting).
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Creatives were adapted for each group: dynamic videos for young people, informative banners for parents.
Advertising campaign results
30+ applications received in the first 5 days of operation.
The cost of ice is less than 5 UAH.
There is a high level of interest in both extreme driving courses and children's karting.
CTR of banners — from 3.2%.
Stable flow of leads at optimal impression frequency (up to 1.6).
Targeting strategy and planning
The initial launch focused on interests in driving schools, driving, and extreme activities. An additional segment was launched for “parents of children aged 6–12.”
The ads were created taking into account the interests of each audience:
for young people - emphasis on drive and adrenaline;
for parents - emphasis on children's development and safe learning;
for corporate events - offers in the format of team trainings.
Tips for improving results
To increase conversion, we recommend:
test videos with feedback from students who have already completed the courses;
add a separate campaign for messages in Direct, which will allow you to get more "hot" leads and shorten the path to purchase.
Conclusions
The case showed that properly configured targeted advertising, even with a minimal budget, can bring a high number of quality applications. Thanks to segmentation and creatives, the driving school received a powerful tool for attracting customers in Kyiv.
The main success factors: competent planning, personalized creatives, and fast lead processing via Telegram.
The basis of the team
Denis
Denis is the voice of our company. He spends hours making sure that our clients feel cared for and enjoy their interactions with the company. If you have any suggestions or ideas, you can write to us.
Christina
Khrystyna is responsible for the product concept, manages the creative team. Her task is to help the customer formulate a message for the target audience and visually package it so that it is correctly perceived.
Eugene
Evgeny is the main creative engine of our team. Logical thinking, analytical mindset, but at the same time can always impress our clients with a unique approach to business.
Daria
Daria's job is to formulate the client's objectives and desires, and then communicate them to the team of specialists. The project manager has to gather his or her will into a fist and finish the task with shocking force.
Nikita
Responsibility, broad horizons, marketing vision and many more qualities that can be said about Nikita. A unique tandem is the quality and speed with which Nikita performs her work.
Karina
A native speaker and expert in foreign languages with over 10 years of experience in writing texts for various tasks. She will study your tone of voice and craft the perfect text for each specific need.
Targeted advertising for driving schools and karting
The case of targeted advertising of a driving school with extreme driving and children's karting courses shows how even with a small budget it is possible to build a stable flow of applications from social networks. The driving school operates in Kyiv and combines adult extreme driving classes and children's karting programs, so targeted advertising had to cover several audience segments at the same time. The main emphasis was placed on lead generation on Instagram and Facebook, automatic processing of applications via Telegram, and testing of different user groups. Thanks to a well-thought-out targeting strategy, strong creatives, and quick work with leads, the driving school received a managed channel for attracting students that is easy to scale during peak periods of group recruitment.
Online promotion of extreme driving school
For an extreme driving school, classic advertising formats often turn out to be too expensive or ineffective, because precise work with the interests and motivation of the audience is required. It is the targeted advertising of a driving school that makes it possible to show ads to people who are already interested in driving, driver courses, road safety, extreme sports and motorsports. An additional direction of the project is children's karting, where parents make decisions, so separate communication with an emphasis on child development and safe learning became important. The promotion was built so that the user saw not an abstract advertising of a driving school, but a specific offer: extreme driving courses in their city, bright children's training, corporate races in the format of team activities.
Targeting challenges for local learning projects
A local driving school with offline classes has a number of challenges in targeting. The service radius is limited to the city and individual districts, so you can’t just “inflate” the reach for the sake of indicators. For the project, it was important to focus the targeted advertising of the driving school on those who will actually be able to come to the site or track. The second difficulty is the different motivations of the audience: some users want to improve their driving skills in stressful conditions, others want an interesting drive and adrenaline, and parents value safety and a pedagogical approach above all. Without proper segmentation, targeting quickly “drains” the budget for impressions on people who are not ready to leave an application. That is why during the launch, great attention was paid to hypotheses regarding interests, age, behavioral models, and creatives for each segment.
Strategy for setting up advertising campaigns in social networks
The promotion strategy was based on campaigns with optimization for leads on Instagram and Facebook. Feed and story placements were used, where dynamic visuals of extreme driving work best. Several audience options were created for targeted advertising of the driving school: interest in driving schools, driving, motorsports, extreme activities, as well as a separate group of parents of primary school children for children's karting. Each audience received its own set of creatives and texts so that the message would reach the need as much as possible. The budget was distributed in such a way as to quickly collect statistics and disable weak links, gradually leaving only the most effective links "audience plus creative".
Creatives, audience segmentation and lead generation
The key role in the case was played by the combination of creatives and segmentation. For the adult audience, videos of real extreme driving lessons, sharp maneuvers, and the instructor's work in the frame were used. For parents, banners were created with an emphasis on children's development, discipline, safety on the track, and control of trainers. An important element was the automation of application processing: all leads from the forms instantly went to Telegram, where managers could quickly respond, clarify details, and book a place in the group. This approach made the targeted advertising of the driving school not just a source of clicks, but a full-fledged record generation system, where each contact is promptly processed and not lost.
Targeting results and next steps for the driving school
After launching the campaigns, the driving school received a noticeable surge of interest in extreme driving courses and children's karting. Already in the first days, the targeted advertising of the driving school began to bring stable leads with adequate application costs and high willingness to sign up for classes. The regular flow of applications allowed us to plan group loading and test new offer formats, including corporate trainings and gift certificates. Further development of the project is associated with expanding creatives, launching videos with student feedback, additional campaigns for messages in Direct, and retargeting to those who interacted with the driving school's profile but had not yet left an application.