Hyundai Tucson 'Full of Life' Campaign Generating Results
11 Jul, 2016, 12:00 ET
- Multi-platform campaign led to a doubling of traffic to HyundaiCanada.com, generated 70% increase in traffic to Tucson's build-and-price page, registered over 2.5-million YouTube views, and helped Hyundai build 23.8k followers on Instagram.
- Materials pulled from over 50 hours of video captured in a purposefully unstructured guerilla shoot starring Social Media celebrities @JayAlvarrez and @AlexisRen
MARKHAM, ON, July 11, 2016 /CNW/ - An online-focused campaign launched in May for the Tucson compact SUV by Hyundai Auto Canada Corp. has yielded extraordinary results, company executives say. Chief among those, huge increases in website traffic, millions of views of the first 30-second commercial, and a new leadership position for the company on Instagram.
The all-new 2016 Hyundai Tucson launched late last year with sophisticated European styling, advanced features, and a sporty-yet-refined driving experience. To extend the launch campaign into 2016, the company sought a genuine social marketing initiative by associating the vehicle with people who exemplify the "Full of Life" positioning statement tied to the new Hyundai compact SUV. Social media celebrities @JayAlvarrez and @AlexisRen were the feature focus in an unconventional shoot where a guerilla, two-person video team would follow them – and two friends – seeking thrills during a week with a 2016 Tucson. The shoot resulted in over 50 hours of footage from which the company is pulling assets to fuel the campaign for online, TV, social, and cinema placements.
Since the first video was launched May 9, the two versions of the video (in English and French) have racked-up over 2.5-million views on YouTube combined. Further, between May 9 and June 11, the company measured a 113% increase in web traffic to HyundaiCanada.com as well as a 70% increase in visits to the Tucson build-and-price page over the same period last year. Finally, largely due to posts made by Alvarrez and Ren, the number of followers on the Hyundai Canada Instagram account grew by over 700%, making Hyundai the most-followed Canadian mainstream automotive brand on the social media network.
"The real measure of success for any campaign is the generation of sales," said Lawrence Hamilton, Director of Marketing, Hyundai Auto Canada. "In this crucial factor, sales of the Tucson in May and June were up 82% and an incredible 314% over the same months in 2015, respectively. It's clear to us that the 'Full of Life' campaign is resonating with consumers and it's fast becoming one of the most successful campaigns in Hyundai's history in Canada."
All creative, production, media buying, and placement was managed by Innocean Worldwide Canada.
About Hyundai Auto Canada Corp.
Hyundai Auto Canada, established in 1983 and headquartered in Markham, Ontario, is a subsidiary of Hyundai Motor Company of Korea. Hyundai vehicles are distributed throughout Canada by Hyundai Auto Canada and are sold and serviced through more than 210 dealerships nationwide. Hyundai is also the first to offer its zero-emissions Tucson Fuel Cell Electric Vehicle to Canadian customers. More information about Hyundai and its vehicles can be found at www.HyundaiCanada.com.
SOURCE Hyundai Auto Canada Corp.
Image with caption: "Featuring social media celebrities @JayAlvarrez and @AlexisRen, the Hyundai Tucson Full of Life campaign generated extraordinary results for the company, including considerable increases in website traffic, millions of views of the first 30-second commercial, and a new leadership position on Instagram. (CNW Group/Hyundai Auto Canada Corp.)". Image available at: http://photos.newswire.ca/images/download/20160711_C2971_PHOTO_EN_730418.jpg
For further information: For more information about Hyundai and its products, please contact: Chad Heard, Senior Manager of Public Relations, Hyundai Auto Canada Corp., Office: (905) 948-6712, Mobile: (416) 559-9640, Email: [email protected]; Laurence Myre Leroux, Public Relations Specialist, Hyundai Auto Canada Corp., Office: (905) 948-6837, Mobile: (416) 518-5852, Email: [email protected]
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