2019 Winners & Shortlists

Why is this work relevant for Brand Experience & Activation?

This work is relevant because through every touch point of this activation the customers have had an advanced and specifically high-tech experience of the Hyundai brand and product -Hyundai Kona car model, which helped position Hyundai as a technologically advanced brand and also resulted with astounding results that have overachieved the KPIs by 400% on average.

Background

Situation - Launch of Hyundai Kona in KSA with a focus on female target audience Brief - to develop an online activation mechanics that would allow for the female audience to engage with the car the car in the most natural, entertaining and seamless way and drive consideration of Hyundai Kona as the car of choice of female drivers. Objectives: Drive traffic to Hyundai Kona microsite. Target - min 90 000 visits Convert into test drive leads. Target - min 2800 leads

Describe the creative idea.

Kona Color Driver - a competition whereby the TA was invited to create their own custom made design of the Hyundai Kona on the micro website. For the first time in history, a technology that allowed to paint and apply patterns on a 3D car model directly in web browser was deployed, making it a seamless experience across any device. The participants were encouraged to share their design in their social networks, vote and at the end of the competition, the winner received a Hyundai Kona custom made to feature their winning design.

Describe the strategy.

Kona color drive campaign targeted three main categories of female customers with easy access and wide coverage of the campaign. Early Movers. Insights - proud to have own car, excited by the prospect of personalizing their car, keen to learn about the new model available. Majority. Insights - See car as a step towards being independent and having things their own way. Want a car as a statement of their style. Wouldn't mind impressing friends with their car and driving skills. Laggards. Insights - Uninterested in cars, but curious about friend's social media posts. Their opinions will influence the choices of others around them. The Kona Color Drive mechanics addressed the main insights and needs for personalization, self-expression, and connection.

Describe the execution

Kona Color Drive content took place over November and December 2018 in KSA. It was also supported with offline roadshow around Jeddah, Riyadh, Dammam that included a mobile stand with car on display and equipped with Ipads to participate in the competition. Digital support campaign ran on youtube pre-rolls, facebook/instagram, twitter, snapchat & influencers collaborations and sponsored posts. All traffic led to www.konacolordrive.com microsite where participants created their artworks directly in web browser, enabled via unique technology we deployed to allow painting and creating patterns on a 3D model of the car directly in web in real time. The artworks were submitted for voting, shared on social media and the winner received the Hyundai Kona customized to feature their own unique design.

List the results.

In the 65 days of the competition, it delivered 247,294 visits to the Kona micro website (vs target 90 000 visits) - KPI overachieved by 250+% 6,134 car artworks submissions (81% female/19% male participants) 15,445 conversions into leads (vs target 2800 leads) - KPI overachieved by 550+%