Hyundai Promo, Case study GIFT CAR by Innocean Seoul

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GIFT CAR

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Industry Cars
Media Promo & PR, Case study
Market South Korea
Agency Innocean Seoul
Director M.c. Park, S.shim
Creative Director H.y. Kwak
Art Director J.i. Lee, Y.i. Chang, J.h. Yoon
Copywriter M.j. Yoon, H.j. Cho
Released July 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: HYUNDAI
Product/Service: GIFT CAR CAMPAIGN
Agency: INNOCEAN WORLDWIDE
Date of First Appearance: Jul 3 2010
Entrant Company: INNOCEAN WORLDWIDE, Seoul, KOREA
Entry URL: http://www.gift-car.kr
Executive Director: H.K. Kim (Innocean)
Executive Director: Y.K. Choi (Innocean)
Creative Director: H.Y. Kwak (Innocean)
Account Executive: S.H. Kim (Innocean)
Account Executive: G.Y. Joung (Innocean)
Art Director: J.I. Lee (Innocean)
Copywriter: H.J. Cho (Innocean)
Art Director: J.H. Yoon (Innocean)
Art Director: Y.I. Chang (Innocean)
Copywriter: M.J. Yoon (Innocean)
Account Executive: I.M. You (Innocean)
Account Executive: K.H. Shin (Innocean)
Account Executive: S.U. Choi (Innocean)
Interactive: C.Y. Kim (Innocean)
Interactive: K.H. Seo (Innocean)
Account Executive: K.H. Yoon (Innocean)
Production Designer: J.H. Cho (Purple Rain)
Production Designer: Y.M. Kim (Purple Rain)
Director: M.C. Park (Massmessage)
Director: S.Shim (617 Film)
Media placement: TV CAMPAIGN - 8 SPOTS - KBS/MBS/SBS - 3 JULY 2010
Media placement: Cyber Campaign - BLOG/TWITTER/YOUTUBE - 3 JULY 2010
Media placement: Press Campaign - METRO/NOCUT/AM7 - 23 AUG 2010
Media placement: Book - STORY BOOK - 1 DEC 2010
Media placement: PR Campaign - NEWS/NEWSPAPER - 3 JULY 2010

Insights, Strategy & the Idea
The purpose of this campaign is to enhance the intimacy with consumers by reinforcing an image of social corporate group. It is based on the survey results on the distance between high satisfaction of products and services of HYUNDAI and psychological intimacy. For this, we tried to create an opportunity to make consumers donate via cars as a category leading brand in Korean automobile industry. We think of cars not only just as transportation vehicles, but a messenger of delivering people’s dreams and hopes. This campaign, which gives cars to those in need when a mission is completed (100 comments a day on blog site, during 1-month period), make consumers interpret each meaning of HYUNDAI’s cars by writing comments about various stories relating to automobile.

Creative Execution
We found the models nourish their hopes and dreams via cars, such as a 70-year-old grandma named Cha S.S. who passed the driving test on her 960th attempt. As we introduced each model’s story of why they need a car through TV commercials, we opened a blog to give a car as a present if 100 comments were written a day consistently by people. Especially, we enhanced an active participation of consumers making the best use of SNS channels like blogs, Twitter and YouTube besides TVC, print and radio ads. Consumers, who hear the stories of people who need a car through SNS, left comments which were mainly supporting and cheering messages towards them.

Results and Effectiveness
During the 2-month of campaign period, 570,000 people have visited our blog and 30,000 people left comments. Based on the TNS survey result, our campaign was evaluated as being persuasive, and most of responses indicated that the familiarity was the reason why consumers preferred our campaign. In particular, the form of contribution by participating which connected HYUNDAI and consumers, became a social issue by being focused on various media channels. In case of Mrs. Cha Sa-Soon who received the gift-car through our campaign after her 690th attempt of driving license was covered on New York Times and Chicago Tribune and etc.