Why is this work relevant for Media?

Main target for a hybrid SUV, Niro is men between 30s and 40s. We use a digital media to reach them the most effective way. This is the most suitable medium for a brand concept, Niro’s smart SUV.

Background

These days, there are so many kinds of hybrid cars. The first hybrid SUV, Niro has an advanced highway driving assist in South Korea. We needed an idea to deliver two messages, USP and eco-friendly cars, through one ad effectively. Our goal was to preempt advanced technology and eco-friendly image as the first hybrid SUV.

Describe the creative idea/insights (30% of vote)

The cars in South Korea's commercials always are driving in a cool background. But that's not a case in the real world of South Korea. Because of the serious fine dust, you have to go through many stages of computer graphics to show the blue sky in the commercials. By showing the sky full of fine dust before computer graphics, we let our target audience sympathize with the seriousness of the fine dust problem in South Korea. It delivers a message that hybrid cars should be selected before it is too late.

Describe the strategy (20% of vote)

Our goal is s to preempt advanced technology and eco-friendly image as the first hybrid SUV. Niro’s main target is men between 30s and 40s. They are ‘wise selector’ that make a choice according to their values not depending on a brand image. Niro's strategy is to bring our problems together in the most straightforward way. We showed our target audience the Niro commercial without computer graphics, which any other car commercials couldn’t think of. Throughout the strategy, we suggested Niro as solutions to safety and fine dust in a witty and smart way.

Describe the execution (20% of vote)

Since it was created based on digital UIUX, we executed it aggressively on digital media. We posted our project on Youtube, which is the most similar to UI Design with a UI design on our creative. This makes viewers maximize amazement from a trick. Also, we added more freshness and fun of the idea by airing it on TV. In order to maximize consumer’s sympathy about fine dust issue, which is a core concept in our creative, we aired this project during the season where the fine dust air pollution becomes the worst.

List the results (30% of vote)

It makes considerable responses from consumers in the digital such as Facebook, Instagram, and Youtube. On South Korea's flagship website ‘tvcf.co.kr', it was chosen as the most creative advertisement in April. There have been many positive reviews that not only mention the strengths of the product as a hybrid SUV, but also the fresh ideas of the content stand out. Creative expressions optimized for the digital age were impressive, and the prevailing opinion was that Niro's strengths as an eco-friendly HEV SUV, a key message for advertising, were intuitively understood. As a result, The New niro's 'How Smart' campaign now has a total of more than 8 million views (as of 2019/7).