The Campaign

Idea: In India we say, “What secrets are you hiding in your tummy?” This cultural insight was turned into a hilarious film. We concluded by asking people to share the news with their friends instead of keeping it a “secret”. Because on HyBuy, the more friends you invite, the more benefits you get.

Creative Execution

The campaign was launched with a digital film on YouTube, Facebook and other social media platforms. The online video was promoted across social media and through web banners with embedded video on various leading news portals, in-app advertising, advertorials and digital PR coverage. The tone of the film was kept quirky and humorous to further enhance shareability and make sure users tag their friends in the video, since the core message of the film was to invite more people to the Hyundai HyBuy platform. The campaign was launched with a sales target if 300 cars and the results were achieved in just 12 days.

The Online video garnered over 9.1 million views on YouTube, more than 2.1 million views on Facebook and over 25 million impressions on Twitter. Hyundai achieved its target of selling 300 cars through the portal in just 12 days, making it one of the most successful performance campaigns in India.

On an average, an Indian customer spends from Rs. 8000 to Rs. 10000 on buying e-commerce. The average ticket size is increasing day by day. While customers have started buying big electronic items online, there was a gap in the Auto segment. Hyundai wants to change this. But any change in behaviour calls for gratification. Thus, with Hybuy, Hyundai is offering discounts and rewards which increase proportionately to the number of people who book their car online under the referral program. We chose a culturally relevant insight to cut ice with potential customers. In India, a person with a protruding belly is often jokingly asked if there is a secret he/she is hiding. The insight itself is laced with humour relevant to Indian context. Hyundai wants people to share the secret with everyone to achieve bigger discounts and rewards.