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.
Genesis Rocks the Super Bowl
Where Hyundai's marketing is going is clearly toward a much closer direct relationship with interested consumers. One need only look at the three Hyundai mobile campaigns created in the past 18 months to understand how important that relationship is becoming.
In 2007, the company operated mobile campaigns in conjunction with their Elantra and Veracruz models. With the Elantra, Hyundai did a mobile promotion in conjunction with the annual South by Southwest (SXSW) music festival in Austin, Texas. "For the Elantra WAP page, we had 14,000 wallpapers and 25,000 ringtones downloaded," d'Ablaing says.
The campaign with the Veracruz taught the Hyundai team a different, but valuable lesson. "With the Veracruz, it wasn't as efficient as the results from the Elantra campaign, but it did create a set of more qualified opt-ins for the dealers," he says. "The per-delivered-traffic cost was higher due to the no-incentive offer, but it reached a more qualified shopper or visitor."
However, it is the mobile aspect of the Super Bowl campaign that kicked off the Genesis launch that really drove mobile direct response to a new level of respect in Hyundai's halls of power. During the broadcast of Super Bowl XLII in February, two spots for the Genesis ran during the game broadcast, while on the Nokia Media Network, banner ads that mimicked the TV spots clicked users to the Genesis Web site. There were also cross-promotional ads online that urged consumers to text in a short code that would lead them to the Genesis site.
Jeremy Wright, global director of mobile brand strategy for Nokia Interactive, Hyundai's mobile agency, told Response in July, "At the Genesis site, wallpapers, ringtones and more were available."
D'Ablaing adds, "A standard opt-in from a mobile banner ad is anywhere between a .03-percent to .05-percent click-thru rate. The result that we got from owning the entire on-deck platform for Sprint on that one day was 3.41 percent. Tell any media planner and they'd ask, 'How is that possible?' It's because you have them engaged, they're willing to opt in, and there is no distraction there."
From the opt-in results, 5 percent of the WAP site viewers entered E-mail addresses for more information. "We anticipated a certain amount of people opting in through the URL general Web site shared on the TV ad, hyundaigenesis.com. The mobile results were a 100-percent increase on top of that amount."
While all of Hyundai's marketing partners — including Goodby, Silverstein & Partners, media buyer Initiative and consumer events experts Jack Morton Worldwide — deserve their kudos for the Genesis launch, d'Ablaing credits the partnership with Wright and Nokia Interactive for helping bring the Genesis mobile campaign to fruition.
"They moved at a moment's notice," d'Ablaing says of Nokia. "When we got the green light with the Super Bowl campaign, we were told to go ahead with the mobile/digital strategy. I told our contact there to make me an offer on the campaign. His offer couldn't be beat."
Where a normal mobile campaign usually has a six-to-eight-week production period, d'Ablaing and his team had about 10 days to put together the mobile component to supplement the Super Bowl TV spot. "Fortunately, Nokia's development team was able to devote 100 percent of its time into this campaign. We got the creative over to them from Goodby, Silverstein & Partners, and Nokia had the mobile campaign built in 72 hours."