Targets young car buyers with a communication blitz highlighting the “style” quotient of the entry-level model
Pallavi Goorha Kashyup | Mumbai | October 31, 2011
Innocean Worldwide, the agency for Hyundai Motor India, has set in motion a full cycle of communication ideas for the Eon model aimed at highlighting the prospects of the Indian automobile market’s most happening segment – entry-level compact cars.
“The width and the depth of research unveiled some interesting insights. Going beyond the obvious ones which centred round mileage and space, we looked at tapping a major unmet need of buyers in this segment – style,” said Vivek Srivastava, Joint Managing Director, Innocean.
The target audience for Eon was set at 25-year-old young professionals and executives, not just in the metros but emerging urban centres as well. “Research conducted by us for the brand over the last three years have consistently provided cues to the upcoming importance of style as a determinant not just in higher segment cars but increasingly in the entry-level segment as well,” added Srivastava.
The communication idea was built around establishing Eon as the car for emerging India where the youth call the shots. According to Saurabh Dasgupta, Executive Creative Director at Innocean, “The creative idea centred round portraying Eon as a ‘life changer’ for the TA in a compelling fashion. The style quotient of Eon was pumped as competitive superiority.”
He added, “From an advertising standpoint the overwhelming intent is to showcase a car that meets the aspirations and instant approval of India’s youth and in doing so sets ‘India On’.”
This incidentally is the base line of the brand. The TVC is a quintessential youth plot showing slices of life which are energised by the spell that Eon casts with its styling. It has been shot across the four regions of the country by well-known Australian director and cinematographer Damien Toogood who has quite a few Cannes and Clio wins to his credit.
In the print media, the brand has used large format innovations to grab the attention in the busy festival period. The communication thought is to capitalise on the positive vibes and excitement the youth carry about their life and opportunities in India. To facilitate a pan-India reach, the commercial is in Hinglish as well as several regional languages.
“For this launch Hyundai has leapfrogged the digital possibilities to engage with the prospects rather intently. And our ramped up digital capabilities at Innocean came into full play,” said Srivastava. The responses from the teaser phase of the campaign were constantly monitored by the team lead by B Sridhar, Group Director - Media & Digital Services at Innocean. The digital media selection was dynamically tuned all along.
“There is a full-throttle presence in Facebook, Twitter and YouTube, and a dedicated microsite. Even from a creative content perspective we have pushed the envelope. The microsite actually offers visitors an opportunity to have a personal car unveiling,” explained Sridhar.
The media plan implemented in partnership with MPG covers national and regional dailies with a specific emphasis on innovative sizes. “The TV plan looks at some dominant properties on key GEC channels. The initial commercial durations are 60 and 40 seconds. The focus is on impact as well as reach given the rather unique all-India catchment for this car,” explained Sridhar.
The activation and engagement strategy for the brand looks at creating some marquee set-ups in high footfall areas across the top 40 compact car markets. The Innocean team led by Tarun Chowdhury, Group Director - Sports Marketing & Events, has conceptualised Eon Experience Theatres that bring alive the car’s winning aspects like style, mileage, space and safety. “All of these activities interestingly kicked in simultaneously from October 14, 2011, across India along with the ATL campaign. We are not just looking at numbers milling around the car in malls but actually give them a rich experience” said Chowdhury.