In order to increase awareness of the Lexus brand to business customers, DentsuBos mandated Gestev to design and execute the experiential component of the Made-To-Measure Test Drive Program at the Montreal airport. For 10 weeks, we invited business people who flew to Toronto to take a custom test drive upon their return. When they returned to Montreal, our team was waiting for them at the exit of the domestic flights terminal and instead of returning home via taxi, participants had the opportunity to drive home in the Lexus they had selected.