CLIENT

Hyundai Motors

Published

October, 2012

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When Google Street View was launched across North America for the first time, we decided to take advantage of this new platform and allow our customers to test drive our cars in their neighbourhood. As part of our 2013 Super Bowl campaign, our team developed the idea and produced a virtual test driving game to increase brand awareness.

Over the years, Hyundai Motors has focused on building a strong support base among younger demographics. The brand has been seen as an extension of fun and young life style. Despite its decades-long effort, the brand started to notice its limitations in meeting young people’s rising expectations that reflect the changes in the society and the culture at large.

Specifically, the way young people commute, live and associate with one another has changed and Hyundai had to catch up and adapt to these new changes. The percentage of young people under 35's with a driver's license has tumbled in the last few decades. More and more young people are delaying purchasing their first car–if buying at all. About a half of 30-year-olds had a license in 2017 a sharp decline from nearly half in 1983 according to an analysis of licensing data by the department of transportation.

Our creative goal was simple: Make it fun and exciting for young people, with or without a driver’s license, to take a test drive in the neighbourhood they live in. This simple brief, however, was challenging as we first had to figure out how we are going to engage with young prospective buyers who haven’t gotten their driver’s license yet. Our tight production and media budget was another challenge. The company had a small budget carried on from the previous Super Bowl campaign and inquired us about a “fun and quick” promotional piece. Buckle up! You are now about to test drive one of your favourite Hyundai vehicles below.

What has it achieved?

The campaign was successful in delivering our brand message and genuinely engaging with customers. Across Canada, the site completed average 32,000 test drives a day in the first month we launched. It was the biggest number of test drives that Hyundai Canada has ever had in a single month. Over the period of 2 months, 269,422 users signed up for actual test drive and 41% of them actually came to visit one of our dealerships. Most importantly, this site was effective in communicating Hyundai Motor's new brand direction: “New Thinking. New Possibilities” – Modern Premium.

970k

Virtual test drives

36%

Increase in the number of visitors to Hyundai.ca

21%

Increase in the number of dealership visitors