Title | HYUNDAI MOTORS GROUP GIFTCAR CAMPAIGN |
Brand | HYUNDAI MOTORS GROUP |
Product / Service | CORPORATE IMAGE |
Category | B03. Corporate Reputation |
Entrant | INNOCEAN WORLDWIDE Seoul, KOREA |
Entrant Company: | INNOCEAN WORLDWIDE Seoul, KOREA |
PR/Advertising Agency: | INNOCEAN WORLDWIDE Seoul, KOREA |
Name | Position |
---|---|
HYE KYUNG KIM | Executive Director |
YOON GWAN CHIO | Director |
SUNG HYUN KIM | Team Manager |
HEE YONG KWAK | Creative Director |
GUN YOUNG JUNG | Assistant Manager |
IN MYUNG YOO | Senior Manager |
GOOK HEE SHIN | Assistant Manager |
SANG EON CHOI | Defuty General Manager |
KEON HEE YOON | Assistant Manager |
JONG IN LEE | Defuty General Manager |
HYUN JUNG CHO | Copy Writer |
JOO HEE YOON | Art Director |
YOUNG ILL JANG | Art Director |
MYUNG JIN YOON | Copy Writer |
YONG MIN KIM | PD |
TEA HO LEE | PD |
SANG SIM | Director |
MYUNG CHUN PARK | Director |
CHI YOUNG KIM | Team Manager |
KI WHAN SEO | Assistant Manager |
The purpose of this campaign is to enhance the intimacy with consumers by reinforcing an image of social corporate group. And we tried to create an opportunity to make consumers donate via cars as a category leading brand in Korean automobile industry. 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 Motor Group’s cars by writing comments about various stories relating to automobile.
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 Motor Group 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.
During the 2-month of campaign period, 570,000 people have visited our blog and 30,000 people left comments. It led to successful participation quintupling our goal, 100 comments a day. 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.
Consumers, who hear the stories of people who need a car through SNS, left comments which were mainly supporting and cheering messages towards them. Advertising through three mediums, TVC, print, and radio, induced the consumer to the blog by touching the story of people who needed a car, and SNS channels also took a huge role of taking comments and giving away cars.
The purpose of this campaign is to enhance the intimacy with consumers by reinforcing an image of social corporate group. 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, make consumers interpret each meaning of Hyundai Motor Group’s cars by writing comments about various stories relating to automobile.
We found the models nourish their hopes and dreams via cars, such as a 70-year-old grandma named Cha Sa-Soon 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, 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 Motor Group’s cars by writing comments about various stories relating to automobile.