Guida e Vai

The objective

Getting the show on the road with Spark Ads

The driving schools network Guida e Vai is on a mission to change the driving system in Italy, make it a safe environment, and reduce the number of road accidents.

After suffering a loss in the family due to a road traffic accident, Salvatore Ambrosino, the founder of Guida e Vai, wanted to make sure that every new driver has access to information and learning materials that focus on the importance of safe driving.

Before launching the network, Ambrosino built Quiz Patente Ufficiale, which is now the number one app in Italy for practising driving licence quizzes, with more than 13 million downloads and over 380k new active users per month.

Then came Guida e Vai, a national network of driving schools where anyone can find driving theory quizzes and tests, virtual teachers, and teaching materials to support them on their learning journey.

In 2022, Ambrosino went further and launched a special project called Guida e Vai con Sicurezza (Drive and Go Safe), that would make safe driving courses compulsory to drastically reduce the number of road accidents in Italy.

This all-round business speaks to Gen Z and millennials in particular (18 to 34 year olds) and uses interactive and experiential methods to catch their attention, wherever they might be. Ambrosino believes that studying for your driving licence doesn’t require a classroom, which is why his business offers the freedom to study, thanks to Guida e Vai network of driving schools spread from North to the South of Italy; “whenever, wherever”.

Guida e Vai has a strong presence on Tiktok, with over 700k followers and 4 million likes. The business regularly posts content that focuses on theoretical and practical tips regarding driving licence exams in general and safe driving. The videos usually feature Ambrosino, ho’s a well-known figure amongst its TikTok community.

This time, the marketing team wanted to promote a new product, so they planned a full funnel campaign. The team first focused on Reach to raise awareness about Guida e Vai’s products and services, before starting a Lead Generation campaign that would get the desired number of conversions.

The solution

Putting the CEO in the driver’s seat to raise awareness and boost sales

Guida e Vai’s goal was to grow its community by providing tips and practical advice in both theoretical and practical areas in order to help learners understand all driving concepts and put them into practice successfully.

One of the key elements of this strategy was using Ambrosino’s image, as the CEO had a natural ability to communicate even the most complex topics. The campaign consisted of a series of videos that were promoted as Spark Ads to its main audience, 18 to 34 year olds. By running Spark Ads, Guida e Vai’s profile saw a significant growth in likes and followers.

To maximise the impact of its presence on TikTok, the marketing team also implemented a series of campaigns that pushed the audience toward a specific call to action.

The results

Growing by leaps and bounds in just 60 days

After seeing the results, it’s safe to say all these paid actions were worth the cost.

In just 2 months, Guida e Vai’s TikTok channel registered a 20% growth and 26 million views. The platform is now bringing in 53% of the total sales, at a 64% conversion rate.

Looking forward to celebrating the next milestone on Guida e Vai’s journey to success.

Tiktok is helping Guida e Vai to go viral and grow exponentially, guaranteeing quality leads and extremely on target. Thanks to TikTok we reached a higher conversion rate and a lower cost per conversion.

Salvatore Ambrosino, CEO

Guida e Vai