The Brief

The property of car dealership store relatively needs huge scale space but customer usually visits just one time when they need to buy one. The lease on car dealership space at least 300m² is about 1,000 USD per one day in Seoul, Korea. But only very a few customers visit a day. Also car dealership store is male dominated domains therfore there is no communication channel in relevant way to a women and a group of 18-35 year old. Not to gather more people as a temporary state our mission was to make people visit consistently for creating promotive space.

Describe how the promotion developed from concept to implementation

We create magnetic attraction to women and a target group of 18-35 year old. And also tried to enhance intimate relationship with Coffee which is the lowest involvement product and the Car which is the highest involvement product place together in one space. The combination of car and scent, flavor of coffee gives the shop a unique atmosphere and it affects to customers emotionally through sensual approach.

Describe the success of the promotion with both client and consumer including some quantifiable results

Ragional branch car sales increased 200% also coffee sales increased 200%. It is voted 'the Best Regional Branch of the Year' in 2011 and there are about 80,000 visitors since the beginning of this collaboration October 11th, 2011. And key media both online more than 5,630 blog posts on leading marketing, automotive, and design architecture blogs and offline including MBC news(one of the major broadcasting company in Korea) rapidly wrote about this collaboration.This is covered by more than 361 media coverage in newspapers and magazines. And Hyundai Motor Company decided taking for 10 more <CarFé> in South Korea.

Explain why the method of promotion was most relevant to the product or service

In recent years, coffee place would be one of the most popular space for everyday life. In Korea people drink 1.5 cups of coffee in everyday and business men drink up to 4 cups of coffee per a day. This collaboration project with coffee make lower the barrier to enter Hyundai motors dealership store to people. Also drinking coffee at coffee place needs at least 15 minutes which is enough time to enhance the intimacy with a new product such as brand new car. People more become friendly with Hyundai Motor Company while drinking a good cup of coffee.