Hyundai's Super Mobile Sunday1 Sep, 2008 By: Thomas Haire Response
Eric d'Ablaing and Patricia Romero say the automaker's successful mobile DR campaign during Super Bowl XLII played an important role in seeding the $80 million marketing launch for the new Genesis sedan.
The bottom line for direct response is to integrate it," says Eric d'Ablaing, Internet administrator, for Fountain Valley, Calif.-based Hyundai Motor America (HMA). "It has to fit with your strategy and your ultimate goal. For Hyundai, we've found it's a great connection point. We're going to end up with opt-ins at the dealer, or at least at the dealer site."
D'Ablaing was at the forefront of one of Hyundai's latest and most successful attempts to integrate direct response capabilities into its branding message — a Super Bowl campaign that included TV and mobile marketing components for the company's new Genesis sports sedan, which arrived in dealer showrooms in July. The campaign, which d'Ablaing discussed extensively at Response Expo 2008 in San Diego in May, is part of an $80 million launch for the Genesis, Hyundai's largest American launch ever.
"We started it with the Super Bowl, so we've been seeding this vehicle for quite some time across the media platforms," says Patricia Romero, national manager, advertising, for HMA. "We're now officially into launch mode with the Genesis, and we kicked off the broader launch in late August. Obviously, we're looking into furthering the opportunities that we started with the mobile DR aspect."
Hyundai's Super Bowl mobile campaign for the Genesis included an offer for free wallpapers, ringtones and updates about the model as the company seeded its late-summer launch.
Both Romero and d'Ablaing speak extensively about Hyundai's commitment to innovation and a belief in technology. It makes sense, since both of them have extensive backgrounds in innovating marketing concepts and an understanding of the new technologies available in the marketing world.
While d'Ablaing has spent 14 years at Hyundai, arriving first in an accounting capacity before sliding into the marketing area in 2002, Romero's background includes a series of successful stints at Honda, Toshiba and Chrysler. As a duo, they not only understand Hyundai's long-term vision, but also the extremely competitive automotive space.
The next generation of mobile marketing for the Genesis will include this homepage artwork, which will allow users to seek more information.
However, though both have been through a number of new car launches, they both speak glowingly about the Genesis launch. d'Ablaing calls the Super Bowl mobile campaign his greatest professional accomplishment, while Romero adds, "With the Genesis launch, we had a fantastic E-mail blast campaign, not only to current Hyundai owners but also to opt-ins we received from all the various marketing components, whether it was through mobile, experiential or other components."
At the same time, both d'Ablaing and Romero point to Hyundai's marketing partners — from agency of record Goodby, Silverstein & Partners to mobile agency Nokia Interactive (Response, July) — as crucial to the overall integration of DR and brand on a campaign supporting the Genesis launch, which Miles Johnson, HMA's manager of product public relations, calls "a $500 million launch," including design, technology, marketing and all other expenditures surrounding the debut of the Genesis.