As a part of their strategic endeavour to increase the brand’s outreach, Hyundai Motor India has amped up its presence on the digital medium. There is a flurry of new initiatives, each one aimed at being ahead of the curve in engaging the netizens.
In a move that it surely unique in the automobile category, Hyundai has decided to float viral videos targeting its select models that have a younger TA footprint to begin with. These viral videos are being conceptualised and produced by Innocean Worldwide, their advertising agency. The first such viral to hit the online space is one for the Uber Cool i20. In the opinion of VivekSrivastava, the joint Managing Director of Innocean, “The virals are a thriving mechanism to reach out to the digital class of consumers and have a definitive role in brand’s communication architecture. We believe that Hyundai’s step is in the right direction and will help enhance the buzz around its various brands/models. Our teams endeavour is to roll out never before concepts that hold the surfers’ fancy and make the brand stick via spontaneous sharing.”
This latest video is for Hyundai’s super-hit premium compact i20. It, very smartly, promotes the three latest features of the i20 – automatic headlights, rain sensing wipers and rear view mirror with parking assist. Using a ghost as the main character, the video slowly and innovatively shows how the new features of the i20 perplexes and confuses the spirit, enough to get scared and vanish into thin air. The beauty of the video lies in the conceptualization and its cheeky sense of humour that sustains the attention span. The script has been conceptualised by the creative trio of Allen Charles, George Koshy,Sr CD and SaurabhDasgupta, ECD. The film has been directed by Sameer Tiwari of Working I Films. “The intent is to clearly use a different grammar from the one viewers are used too. It is meant to engage them, spook them and humour them, all in a span of a minute or two,” adds SaurabhDasgupta.
This 2 minute video is being seeded using YOUTUBE and social media – Facebook and Twitter. There is adequate deployment of online tools to bring it on the screens of the uber-cool youngsters. “This is just the start of a series of high engagement initiatives that have been planned for Hyundai and one would see Digital gaining a greater traction in the media strategies of the brand,“ says B Sridhar, Group Director Media Services at Innocean.
Check out the TV Commercial –