Brand engagement delivered with simplicity across multiple platforms was the key to the campaign conceptualized by Innocean
BestMediaInfo Bureau | Delhi | May 29, 2012
For Hyundai Motor India, 2012 has heralded a digital revolution of sorts on the marketing front. Auto Expo 2012 gave a glimpse of the momentum to follow beginning with the immensely successful ‘Catch the Buzz’ campaign. Their subsequent campaigns, for the new Sonata and i10, were also complimented with a heavy online presence. Now, with the iGen i20, Hyundai has taken a leap in the digital space with its campaign ‘I Live the Uber Life’. The campaign unravels the next level of the highly successful brand idea for i20 based on the concept of ‘Uber Cool’, mirroring the new corporate credo at Hyundai – ‘New Thinking new Possibilities’.
The new brand communication to relaunch the i20 with a facelift was built around the concept of ‘Uber Life’ – an expression that denotes a yearning of the TG to do extraordinary things in life. The campaign struck a chord with the younger car owners w and was seamlessly executed across TV, print, outdoor, on-ground activations and digital.
Digital engagement was strategically envisioned as the key engagement enabler for consumers, riding on the reach and excitement generated by the various media vehicles. The campaign strategy has delivered staggering results within its duration of 30 days of engagement activity. ‘I Live the Uber Life’ contest has gone on to create more than 100million brand engagement opportunities across online platforms. The simplicity of the process whereby the users can share their Uber Life ideas and manifestations via the contest sent interest levels soaring. To participate in the contest, the fans simply had to share images of their ‘Uber life’ moments on Hyundai’s Social Media properties.
Towards the end of the contest, Hyundai received a response of around 7,171 entries comprising a fascinating collection of Uber moments and attained 72 million impressions on Facebook alone. The contest also attracted a good following on Twitter and was followed everywhere including Blog, Pinterest and Google Plus. The winners of the contest were rewarded with iPod Shuffles, smartphones and the overall grand prize of two sets of tickets for two to watch all the action at ICC T20 World Cup in Sri Lanka.
The campaign was conceptualised and managed by Innocean Worldwide India assisted by their social media execution partner, Everymedia.
Said Vivek Srivastava, Joint Managing Director of Innocean Worldwide, “The success of the Hyundai i20 communication initiative brings out the advantages of a seamless communication idea delivered across platforms with a clear focus on engaging with a demanding and tech. savvy consumer in his comfort zone. Going further this will be an integral part of our brand building initiatives.”
B Sridhar, Group Head for Media & Digital at Innocean, commented, “Digital media is performing the role of an integrator in our scheme of things. The reach, flexibility and interactivity of this medium have enabled us to achieve a more holistic approach towards brand engagement.”
The two winners of the grand prize, Anshul Bansal and Vagish Sharma, shared their thrill too. Anshul said, “For me Uber Life means to live life doing the craziest stuff like a small child with passion, zeal without any stress and winning this contest is an honour for me.” Vagish added, “I feel surprised and was excitedly trying to find a place where I can exhale my weighty excitement. I moved to the nearest community park to scream louder and loudest!”
Summing up the overall effort and its results, Shankar Narayan, Account Director – Digital Services at Innocean Worldwide, said, “The simplicity of engagement used along with multiple online interaction platforms was the key strategy used in this campaign to maximise reach which has worked great for us. We plan to use this principle for upcoming campaigns as well.” Given the level of competitiveness in the automobile industry, one can expect more such moves from all the leading players, especially Hyundai.
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