Innocean summons power of crowd-sourcing for Hyundai i10
The agency devised a crowd-sourcing campaign using brand ambassador Shahrukh Khan, wherein prospective buyers of i10 and existing owners get to write a script for the next i10 TVC
BestMediaInfo Bureau | Delhi | January 28, 2013
With growing competitiveness and a need to refresh the communication for its best-selling model, i10, Hyundai mandated its agency Innocean Worldwide India to conceptualise a new campaign for the brand in line with its dominant presence in the compact segment. The Hyundai i10 has steadfastly stayed true to its positioning as an attitudinally driven brand in the compact category targeting a demographic of 25-35 years. The brand's user base finds the car's comfort, performance and mileage as irresistible turn-ons.
For 2013, Innocean decided to energise the entire targeted base with a bait to get them thinking about the car. Not only was the intent about creating an energy field around brand Hyundai i10, but also make the entire universe of prospective car buyers a part of the communication engagement. The agency devised a crowd-sourcing campaign using brand ambassador Shahrukh Khan, wherein all prospective buyers of i10 and its existing owners get to write a script for the next i10 TVC. If selected the contestant gets to act with Shahrukh Khan in the TVC for i10!
Saurabh Dasgupta, ECD at Innocean Worldwide India, said, “The challenge for us lay in defining the contours of this campaign to elicit a high level of response and stay true to the brand values of Hyundai i10. Yet, at the heart of it all, the communication intent is simple: imbibe the brand's virtues, craft a script and fulfil your acting dreams with SRK!”
Phase I of the television campaign shows an agitated SRK asking the fumbling director for his lines and then turning to the audience asking them to write in with their scripts. This campaign utilises the digital platform extensively to close the participation loop. As B Sridhar, Group Director – Media & Digital Services at Innocean, said, “The campaign has given us a rather good sized canvas to draw a digitally integrated communication effort that's all pervasive.”
A micro-site enables all participants to upload their scripts as text, video or even audio files. There is the regular snail mail too. A single response number with 'missed call' facility enables an IVR driven interaction wherein the scripts can be recorded by the contestants.
“It's a rather exciting idea we have thought of and it's a composite one which looks at all aspects of communication and engagement touch-points,” said Vivek Srivastava, Jt. Managing Director of Innocean. “The integration of diverse media apertures is one of the strengths of this endeavour and showcases our team's technological capabilities alongwith their dexterity with the advertising craft.”
The campaign in this phase will run for six weeks seeking consumer participation and thereafter return with the crowd-sourced idea in its full glory featuring the Hyundai i10, SRK and the winner.
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