Hyundai Elantra
Background:
In spring 2006, Hyundai launched a new
program to increase customer awareness of the Hyundai Elantra and loyalty to
the Hyundai brand. As part of this initiative, the company decided to launch a
mobile advertising program that would engage consumers in a rich, immersive mobile experience,
including messaging, content downloads, ‘send to a friend’ viral mechanics and
mobile Web surfing.
Objectives:
- Target consumers who are often difficult to reach through traditional channels
- Activate music sponsorships with mobile engagement in venue
- Build awareness of the Hyundai Elantra
- Position the Hyundai brand as fun and cutting edge
Solution:
Hyundai is the latest in a series of auto manufacturers to utilize the budding channel of mobile as a promotion tool. The end-to-end program, powered by Enpocket, incorporates a number of post-click mobile ad mechanics, like user downloads of content, viewing of video clips and sending a link to a friend.
As part of Hyundai’s goal of positioning the brand as fun and cutting edge, the auto manufacturer sponsored South by Southwest, a music and arts festival in Austin, Texas, in March 2007. Consumers were called to action through mobile banner ads promoting ring tones of songs by bands who performed at the festival, and then brought to a slick-looking WAP site that features downloads, screen savers featuring sexy shots of the new model, viral “send to a friend” mechanics, and a location-aware dealer finder that allows consumers to click-to-call a local dealer to test drive the car.
Results:
- 9 percent click through rate on carrier grade mobile media
- Wallpaper downloads achieved 41.9% conversion rate.
- Ringtone downloads achieved 68.5% conversion rate.
- Locate-a-Dealer achieved 30.1% conversion rate
- Sign up for text alerts achieved 14% conversion rate.
- Mobile marketing is expanding to other Hyundai models in 2007
