Hyundai Elantra
Hyundai drives dealership traffic
The client – Hyundai Motor America
Hyundai Motor America, headquartered in Fountain Valley, California, is a subsidiary of Hyundai Motor Company of Korea. Hyundai vehicles are distributed throughout the United States by Hyundai Motor America and are sold and serviced by more than 780 Hyundai dealerships nationwide.
The challenge – Raise brand awareness and drive dealership traffic
Hyundai had a number of goals entering into its mobile campaign for the 2007 Elantra. The company needed to raise awareness for the Elantra brand, but also wanted to translate that awareness into increased dealership traffic. One of the most challenging aspects of building the mobile campaign was finding a way to engage hard-to-reach consumers.
The company also sought to generate loyalty for the overall Hyundai brand by building a mechanism that would enable ongoing communications.
The solution – Mobile campaign including a variety of engaging ad mechanics
Nokia Interactive Advertising worked with Hyundai to place a campaign on the Nokia Media Network. Hyundai took advantage of a variety of engaging ad mechanics to meet its campaign goals, including:
- Click-to-download
- Click-to-locate
- Click-to-sign up
Using the click-to-download option, users could download wallpapers featuring the Elantra, as well as ringtones featuring the sound of the vehicle's engine.
Hyundai dealerships saw increased traffic due to the click-to-locate ad mechanic that allowed users to view nearby dealership locations. The campaign also let consumers sign-up for text alerts, building Hyundai's database for future communications.
The results – CTRs averaging 9%; download rates as high as 68.5%
Click-through rates for the campaign proved to be strong, averaging 9%. Even more impressive, however, was the percentage of individuals who downloaded ringtones and wallpapers after clicking through the banner ad. In fact, 68.5% of people that clicked through the Hyundai banner downloaded ringtones and 42% downloaded Elantra wallpapers. Downloadable content helped Hyundai make a lasting impression that continued well after the campaign.
To see mobile advertising in action, please visit nokia.mobi/advertising on any mobile device.
