The Campaign

We set out to create a garbage disposal mechanism that would be practical and benefit all those on the road, driving or travelling in their Hyundai cars. The solution had to ensure that the drivers/passengers were not inconvenienced with regards to disposing litter while they were on the road. Thus the "Swachh Can" was created to stop garbage disposal right where it's created. Literally, at an arm's length from all those who were in the vehicle. This portable garbage disposal can was designed to fit into a cup-holder slot of every Hyundai car. If a traveller eating potato wafers/chocolate bar/candies/banana had the need to dispose off the packaging, they could do so inside their car into the 'Swachh Can' without littering on the road.

Execution

Implementation: To launch the "Swachh Can", we took a high decibel event (Asia's largest Auto Expo 2018) and Bollywood's biggest celebrity (Shahrukh Khan). This combination attracted massive attention from press and people generating huge mileage and goodwill for Hyundai. Timeline: The "Swachh Can" initiative took 4 months to be implemented from the time of conceptualization to launch. Idea presented - November 2017 Design approval - December 2017 3D structure design & prototype development - January 2018 Production of units for launch - February 2018 Implementation as standard fitment across all Hyundai cars - March 1, 2018 onwards. Placement: The "Swachh Can" was designed to fit the cup-holder slot (next to gear box) of every Hyundai car. Scale: "Swachh Can" was launched nationally and new Hyundai cars being sold pan-India were provided with the factory-fitted 'Swachh Can'. Also, old Hyundai cars brought for service were fitted with "Swachh Cans".

The CSR initiative successfully strengthened Hyundai’s image positively as an innovative and caring brand. With every car that has rolled out with a factory-fitted "Swachh Can" since 1st March 2018. Traffic on the social media handle increased manifold during live telecast of launch, with enquiries coming to dealerships from older Hyundai car owners for the product. Impact achieved so far: - 14 million Impressions - 6 million reach - 2.5 million views Consumer awareness about car littering and its effect on environment has increased with the integrated campaign running across media platforms (TV, Print, PR, Digital, OOH). Consumer behavior change has been witnessed with new Hyundai car owners coming into service stations with the "Swachh Can" still intact and used. With word of mouth, older Hyundai owners have requested for the product at the time of service. TA outcomes: Consumer awareness about car littering and its effect on environment has increased with the integrated campaign running across media platforms (TV, Print, PR, Digital, OOH). Consumer behavior change witnessed - new Hyundai car owners appreciative & using the mini trash can regularly. Older Hyundai owners have requested for the product at the time of service. Business Outcome: With emotions related to clean environment riding high and recent increase in pollution levels across India being debated across forums, Hyundai appreciated for launching an initiative that would help reduce car littering. Activity helped strengthen Hyundai imagery as 'caring' brand given current context of automakers being seen as adding to pollution.

The Situation

Media Outputs - coverage depth (quality/quantity), tone and message delivery, purchase intent (survey) Target Audience Outcomes - measurable changes in awareness, comprehension, perceptions/attitudes/opinions, and target behaviors/actions/responses achieved Business Outcomes – campaign's measurable effect on sales/revenues/profits, market share, stock valuation, brand equity, reputation scores and other traditional marketing and business metrics Media output: Integrated campaign launched at largest Auto Expo 2018 with best use of ATL, Digital media & PR. Message delivered pan-India across existing & potential audiences to enhance emotional connect. PR coverage & presence of celebrity brand ambassador helped the brand earn free media worth USD 5.8 Mn.

The Strategy

Target Audience: All Hyundai car owners in whom we want to bring about behavioural change - from car littering to convenient and conscious disposing. The "Swachh Can" as a standard fitment in all Hyundai cars intended to also nudge other car OEMs into adopting this solution - thereby working together towards the larger good of the society. Approach: We took a practical solution driven approach which doesn't inconvenience the users life in any way. The insight is that littering comes naturally to Indians and cleaning roads or neighborhood is seen as someone else’s job (civic authorities). With "Swachh Can", we wanted to show people that, however intimidating it may look, improving the environment wasn’t an impossible task. In fact, to change India's litter problem, all one had to was change one’s own behaviour. Also the solution had to be simple, seamless yet effective for everybody in the car.