Innocean takes Hyundai Motor's 'Live Brilliant' campaign to next phase
The agency uses the digital media innovatively via new cross-media digital activation and engagement titled, 'Moments of Brilliance'
Shachi Tapiawala | Mumbai | December 6, 2012
Click on the image to go to the app.
Hyundai Motor India, recently launched the second phase of its corporate campaign under the umbrella concept of LIVE BRILLIANT. LIVE BRILLIANT is Hyundai's global corporate campaign theme and highlights the inextricable nature of the brand with the happiness and brilliance in its consumers' lives. Hyundai's communications agency Innocean Worldwide India decided to engage their audience by devising a mobile phone app.
To add an experiential edge, this campaign uses the digital media innovatively via new cross-media digital activation and engagement titled, “Moments of Brilliance”. This activation brings to life this strategic premise that true moments of brilliance in one's life can happen anytime anywhere and deserve to be shared with one's loved-ones and friends. The application enables the user to scan the messages across media -print, dealer posters, outdoor and social media using the smart phone which showcases the Live Brilliant TVC followed by the contest page.
According to Shankar Narayan, Head-Digital Practice, Innocean Worldwide, “It's a first-of-its-kind; on-the-move contest enabled using a Mobile AR application. It brings the tacit imagery of the brand in the real world through real people with the following steps that are simplistic and devised to make the experience unencumbered.”
For the audience not using smartphones, this engagement devised by Innocean for Hyundai Motor India has an application on their official Facebook page to enable online entries for the contest. Along with the contest, the application will give a personalised experience to its users by showcasing the Live Brilliant concept video via a collage of the user's own images which are dynamically picked in real-time from the user's Facebook albums. . The intent is to make the user feel related to the brand and the Live Brilliant motto. To reward and delight the consumers, from the total entries received, across platforms, 50 lucky winners will be chosen to win exciting prizes courtesy Hyundai Motor India.
Vivek Srivastava, MD Innocean Worldwide India further added, “This campaign is a living testimony to the agency's strong digital capabilities and their leverage for client's benefit. In times to come it will imperative for brands operating in high consumer involvement space to offer memorable and relevant experience to their patrons using the Digital medium. Moreover, with this initiative our valued client Hyundai Motor India has proved yet again that its campaigns are more about relevantly designed consumer centric experiences and not mere taglines.”
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/ "Click on the image to go to the app.")