Automotive

TITLE: Checking the Diary – Hyundai Tucson
AGENCY: Initiative
CLIENT: Hyundai Motor Company

OBJECTIVES
The Hyundai Tucson had a 5% share of the SUV category, but the category was in decline due to rising fuel costs. Initiative found the Tucson’s $24,990 price was not in the consideration set for families who were looking at SUVs starting from $30,000. To hit campaign objectives of increasing awareness by 20% and sales by 5% year-on-year, Initiative switched its target market to 25 to 35-year-old new car buyers in capital cities who have hectic lives.

CAMPAIGN
Initiative built a strategic platform of “checking the diary” to target busy young people. The campaign used media that have a calender element, with mobile phones chosen as a core medium.

Mobile was complemented by What’s On sections in magazines and websites, out-of-home and fitness media. Initiative partnered with Fitness First to create a downloadable mobile gym timetable and Time Out magazine for a calender.

RESULTS
The Hyundai Tucson almost tripled its market share, surpassing the Nissan X-Trail, Mitsubishi Outlander and Honda CRV to become Australia’s third biggest-selling SUV. A $2 million media spend translated to increased revenue for Hyundai of over $13 million. Spontaneous awareness increased by 27% and monthly sales grew by 158% from 379 units to 978 units.

Judges' Comments
A very competitive category in a turbulent year. It has benefited the
creative process and the winner and finalist both illustrated very unique approaches. Both showed a thorough understanding of the target audience beyond their involvement in the auto purchase process and importantly broke the mould in how car advertising is implemented. Not an easy task knowing the power and demands of the dealer networks.