HYUNDAI / APPROVED BY VW CHAIRMAN by Ruf Lanz for Hyundai

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HYUNDAI / APPROVED BY VW CHAIRMAN

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Industry Cars
Media Direct marketing
Market Switzerland
Agency Ruf Lanz
Creative Director Markus Ruf, Danielle Lanz
Art Director Marcel Schlaefle
Copywriter Maren Beck
Producer Daniela Berther
Account Supervisor Sabrina Luck, Heike Rindfleisch
Released September 2011

Credits & Description

Category: Direct Response Broadcast: TV, Radio & Infomercials
Advertiser: HYUNDAI
Product/Service: HYUNDAI I30
Agency: RUF LANZ
Creative Director: Danielle Lanz (Ruf Lanz Zurich)
Creative Director: Markus Ruf (Ruf Lanz Zurich)
Creative Director: Marcel Schlaefle (Ruf Lanz Zurich)
Copywriter: Maren Beck (Ruf Lanz Zurich)
Art Director: Marcel Schlaefle (Ruf Lanz Zurich)
Film Production: (Manifesto Films/Zurich)
Producer: Daniela Berther
Cutter: Michael Graf
Account Supervisor: Heike Rindfleisch (Ruf Lanz/Zurich)
Account Supervisor: Sabrina Luck (Ruf Lanz/Zurich)
Media placement: Television And Internet - Swiss TV And YouTube - 29 September 2011

Describe the brief/objective of the direct campaign.
The objective was to emphasize the excellent quality of Hyundai’s new car Hyundai i30. This was to be communicated among existing, as well as potential new clients. The strategy was based on a simple truth: if a competitor approves the car’s quality, it really has to be good.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
If your biggest competitor envies you for your product or approves of it in public, it’s the best advertisement you can get. That’s why Volkswagen Chairman Martin Winterkorn was filmed with a hidden camera while exploring the new Hyundai i30 at the International Motor Show in Frankfurt. He was shocked by its good quality and admitted that Hyundai was more professional than Volkswagen. By making this public as a viral, massive media coverage could be expected.

Explain why the creative execution was relevant to the product or service.
By being implemented as a viral, the aspect of disclosure was amplified to a great extent. It also demonstrated that the incident did really happen. While the TV commercial reached the target group outside the online world.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The viral got more than 1.5 million views on YouTube while the TV commercial reached the target group outside the online world. Newspapers, magazines and TV stations all over Europe reported on the incident. In numerous online forums the viral became a piece of discussion, as well as Hyundai’s reputation of being a brand of reliable and high quality. The enquiries for test drives reached the highest number ever. Hyundai sales rose by +56.8% compared to the year before.