Hyundai Case study Light Drive [video] by The Jupiter Drawing Room South Africa

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Light Drive [video]

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Industry Cars
Media Case study
Market South Africa
Agency The Jupiter Drawing Room South Africa
Director Roger Pestana
Executive Creative Director Ross Chowles
Creative Director Jonathan Beggs, Sharon Cohen
Art Director Robert Prinsloo Cape Town
Copywriter Roxy Van Eyk, Kate Royce Drawing Room Cape Town
Producer Brendan Alan O'leary
Editor Tristan Vogt
Released February 2013

Credits & Description

Advertiser: HYUNDAI AUTOMOTIVE SOUTH AFRICA
Agency: THE JUPITER DRAWING ROOM
Category: Best Use of Games
Copywriter: Kate Royce (The Jupiter Drawing Room (South Africa) Cape Town)
Creative Director: Jonathan Beggs (The Jupiter Drawing Room (South Africa) Cape Town)
Director: Roger Pestana (iLogic Johannesburg)
Executive Creative Director: Ross Chowles (The Jupiter Drawing Room (South Africa) Cape Town)
Art Director: Robert Prinsloo (The Jupiter Drawing Room (South Africa) Cape Town)
Creative Director: Sharon Cohen (iLogic Johannesburg)
Account Manager: Thami Mazana (The Jupiter Drawing Room (South Africa) Cape Town)
Producer: Brendan Alan O'Leary (iLogic Johannesburg)
Agency Producer: Di Fraser (The Jupiter Drawing Room (South Africa) Cape Town)
Programmer: Johan Kosmetos (iLogic Johannesburg)
Editor: Tristan Vogt (iLogic Johannesburg)
Account Manager: Carrie Teale (iLogic Johannesburg)
Account Director: Katie Dally (The Jupiter Drawing Room (South Africa) Cape Town)
Copywriter: Roxy van Eyk (iLogic Johannesburg)
Project Manager: Sandy Rodrigues (iLogic Johannesburg)
Relevancy
With its slick, innovative features, the new Hyundai i30 fitted perfectly into the futuristic world of gaming. The 'virtual test-drive' approach to the campaign appealed to the youthful, tech-savvy target audience and got them into the technologically advanced cabins, and talking about the car via social networks. The campaign also reinforced Hyundai's philosophy of 'new thinking, new possibilities.'
Outcome
i30 Light Drive was played over two months, with 8 events in total. The results were off the charts with 1,034 people registering and each team spending an average engagement time of 6 minutes with the car. 81,120 users were reached on Facebook and Hyundai’s Facebook fan page, increasing its organic reach by 75% and its viral reach by 103%. Page views also increased by 753%, unique visitors to the page by 1,139% and Hyundai i30 sales rocketed.
Client Brief Or Objective
You can tell people how awesome and innovative a car is. But chances are they won’t believe you until they’ve driven it. So with the launch of the new Hyundai i30 in South Africa, our challenge was to get people sitting in this car, so they could experience it for themselves.
Implementation
We wanted to get as many people as possible in the i30 to experience and ultimately talk about it. So we created a campaign that brought the car to them by reinventing the test-drive with i30 Light Drive - a virtual racing game, which was projected onto the i30’s front windscreens and played inside the car. Then we hit some of South Africa’s hottest nightspots allowing our market to experience the car’s innovative features while competing for the top spot. A link to Facebook Connect also allowed them to share their experience instantly, thus spreading the word about the car.