1. Case Study _Hyundai Verna and EON
BACKGROUND
Hyundai Motor India Limited is the largest passenger car exporter and the second largest
car manufacturer in India. It currently markets eight passenger car models across
segments. Keeping Indian consumers in mind, Hyundai launched their new products, Verna
and EON marking an entry into the sedan club and the mini car segment.
With the increasing demand for cars in the small segment, it was an ideal time for Hyundai
EON’s launch. The marketing initiative of Hyundai Verna in introducing multiple engine
options gave it the advantage of offering the car in varying price brackets, making it
affordable to a large segment of the target audience.
BUSINESS CASE
Hyundai wanted to explore this power of mobile to make the campaign more efficient i.e. to
generate more engagements leveraging the spend on traditional media. The aim was to
create consistent engagement across brand spends that would be measureable. The goal
was to convert target audience’s impulse into an exciting experience by delivering
information on their finger tips. The brand also wanted to adapt the engagements to
specific campaigns based on the communication objectives.
SOLUTION
As a part of single engagement, various widgets were delivered to users that included direct
access to the brand’s website, downloadable
brochures and an opportunity to see the
captivating TVC.
On capturing the print-ad interesting information
about the brand was delivered on the users’
finger tips. These print-ads were a part of the
newspaper circulated in the major metros.
Various widgets in a single engagement let the
users make the choice of content to interact.
An exclusive link was created for the Blackberry
users to deliver the experience of the new
Volkswagen Polo. The WAP link for blackberry users was popularized through Ambient Media
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2. Case Study _Hyundai Verna and EON
RESULTS
 Over 26,000 engagements were achieved during this campaign
 93% of the users visited the website
 100% of the users viewed the video with additional repeat users
 82% of the users connected to the brand over the Facebook page
HIGHLIGHTS
 The brand was successful in reaching out to the desired target audience
 The campaign proved to be successful in both brand building and response
generation leading to delivering superior ROI
 The users could skip a visit to the dealer with almost all the information provided on
their mobile phones along with the option available to book a test drive
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