The Campaign

Beijing Hyundai’s “D+S” strategy focusing on their D segment mid-size sedans and SUVs had been in full swing since its institution in 2010. Although the models in these classes had started to gain traction in their own right, SUVs were lagging behind sedans. Beijing Hyundai’s goal was to ensure at least 50% of their sales were from “D+S” by 2015. While the D series sedans Sonata and MISTRA had pulled their weight, the SUVs weren’t gaining the momentum they needed and had failed to garner the confidence of consumers. Considering the unique and challenging market conditions, we had a special opportunity to create an unprecedentedly difficult cross-country test drive to demonstrate the 360° abilities of the SUVs for influencers to experience and shore up sales. We planned a demanding 2,054km, 29 day long test drive for 4 separate teams that would cross the Qinghai-Tibet line 4 times, at the TangGuLa Mountain Pass reach an altitude of 5,231 meters, and from the lowest point to the highest point experience a 3,000 meter difference in altitude. We determined early on that we need to combine traditional and digital channels and deliver messages in real time and generate WOM in order to drive attention, build consumer confidence and increase sales. After we created a test drive relay along the Qinghai Tibet highway, not only did we generate a huge buzz around this unique approach to a test drive, but “D+S” vehicle sales increased significantly after the tour.

The Brief

Beijing Hyundai’s goal was to increase sales through the “D+S” strategy by 2015. Although SUVs were lagging much behind the D segment models with a relatively poor reputation, research by National Passenger Car Association showed that most consumers preferred a higher chassis for their visibility and its perceived increase in safety. Large trunk space, fashionable appearance and fuel economy were also areas of interest, so as a result, the SUV segment had been growing in popularity. Thus, we need to develop a campaign to demonstrate those abilities, re-establish the brand reputation and boost sales.

Results

Business Results: • After the event, the monthly sales of The New Santa Fe were 50.1% higher, while the New Tucson achieved a 46% increase. • Beijing Hyundai’s “D+S” strategic sales goal of 43% was exceeded. PR & Social Media Results: • 60 reports regarding the campaign were published by print and online media. • 19 reports on the Beijing Hyundai Qinghai Tibet highway test drive were shown on television stations and online video platforms for a total of 90mins. • Total online videos generated nearly 3,300,000 hits. • 14 minutes of radio materials were broadcasted. • 926 post and shares by media through Weibo • 21 posts in the forums generated nearly 6,000,000 hits • We exceeded communication KPIs (confidential) by 200%

Execution

After we chose our challenging route, first all 104 participants needed to get full physicals and be cleared by physicians to ensure they would be physically able to complete the stressful, high altitude journey. Next, the four groups gathered in Xining or Lhasa to kick off their journey. They took turns driving in groups for 29 days and successfully completed the extreme test drive. Along the route, a travel documentary was filmed and uploaded in real time. Journalists uploaded pictures and shared their personal experiences on social media also reposted and wrote about legs of the journey. We encouraged media and KOLs to upload their test drive diary on influential video platforms. Within a week after the test drive, stories were published in magazines throughout September and October, not only outlining the incredible journey of journalists, but also highlighting the performance of the vehicles involved in this unprecedented test drive.

The Situation

When the “D+S” strategy was implemented in 2010 to increase competitiveness, Beijing Hyundai had a mere 6.7% market share in a market dominated by Japanese and German brands. “D” represents their mid-size sedan segment while “S” represents SUVs. Hyundai’s D segment models had been increasing in popularity, but the SUVs were lagging behind. Consumers had misconceptions about their performance and their reputation needed to be improved immediately.

The Strategy

What better way to demonstrate a vehicle’s safety feature than by test driving the car on the most dangerous route in extreme weathers for an extended period of time with a large number of participants? We knew that if we wanted to garner the public’s attention to Beijing Hyundai’s D+S series and get the buzz going, we had to take a bold move. We created China’s most challenging test-driving experience with more than 100 drivers in a 29-day competition on the Qinghai Tibet Highway. This journey would certainly push the drivers to their mental and physical limits but would also give them an overwhelming sense of achievement. Best yet, a massive amount of personalized content would be generated by the 104 drivers in real time on popular social media platforms. After all, more than 35% of consumers with car-purchasing intention rely on word-of-mouth, a McKinsey study had found.