- Hyundai sponsored the MSN Guide to the 2003 Academy Awards to promote its brand and models, especially the new XG350 launching at the same time. This provided opportunities for advertising across MSN properties and helped build Hyundai's aspirational image. - Research found the campaign significantly increased brand metrics like awareness and favorability, especially for the target audience. It generated more leads for Hyundai dealers than previous periods. Traffic to Hyundai's website also reached record levels.

1. Final Report:
MSN Guide to the 2003 Academy Awards
sponsored by
Hyundai
Presented by
Mike Schlegel
MSN
5/11/03

2. Hyundai Strategy as sponsor of the MSN
Guide to the 2003 Academy Awards
• Effectively promotes the Hyundai brand and models:
• Promotes Hyundai's only product launch of 2003 XG350, as well as the Santa Fe
and Tiburon
• XG350 launches at the same time as Oscars
• Academy Awards tie-in is complimentary to the Hyundai “Win” initiative
• Builds aspriational brand image by associating Hyundai with:
• Academy Awards (without having to pay for official Oscars rights fees)
• MSN/Microsoft brand
• Access Hollywood, the MSN Entertainment partner publisher that will provide some
editorial for the MSN Academy Awards Guide
• Leverages the massive power of MSN network by cross-promoting across multiple
“best-of-breed” MSN properties:
• MSN.com (http://www.MSN.com)
• Access Hollywood (http://www.AccessHollywood.com)
• MSN Autos (http://autos.msn.com)
• Provides direct marketing opportunities via sweeps/contest data capture (ie – leads)
• Allows for cross-media enhancements via traditional media, which can drive consumers
to the online sponsorship and contest.

3. Hyundai Strategy as sponsor of the MSN Guide to
the 2003 Academy Awards (continued)
Package includes:
• MSN Entertainment Channel exclusive sponsorship of the MSN Guide
to the 2003 Academy Awards
With cross-promotion of the sponsorship on:
• MSN Home Page: The exclusive “Keystone” for 1 day, the most
prominent, visible and effective advertisement within the entire MSN
Network, providing broad reach
• MSN Entertainment Home Page: “Over-The-Page” Eyeblaster ad
• MSN Autos Home Page: Launch Pad package and Special Vehicle Page
• Supporting media on MSN Autos, MSN Entertainment, and
www.AccessHollywood.com

4. Screen Shots of Hyundai’s sponsorship of the
MSN Guide to the 2003 Academy Awards
on MSN Entertainment

5. MSN Academy Awards Guide homepage

6. MSN Academy Awards Guide article page

7. Hyundai Eyeblaster ad in the MSN Academy Awards Guide

8. Step 1: Launch Pad homepage unit Step 2: Advertorial Page (Click-through)
MSN Autos New Car Launch Pad sponsorship
Launch Pad
homepage unit
linked to the XG350
SVP Page on MSN
Autos
Hyundai XG350 SVP Page

9. MSN.com Keystone & Small Banner 3/17

10. MSN.com Keystone & Small Banner 3/19

11. MSN.com Keystone & Small Banner 4/7

12. Screen shots of MSN editorial placements that promoted
Hyundai’s sponsorship of the
MSN Guide to the 2003 Academy Awards on MSN
Entertainment

13. advantage.msn.com
MSN.com homepage
Monday, March 24 (the day after the Academy Awards)
Top link and bottom link point to Hyundai campaign elements
Link to a Hyundai-
sponsored Oscars
article page on MSN
Entertainment
Link to Stars in Your
Eyes Sweepstakes on
HyundaiUSA.com

14. advantage.msn.com
MSN.com editorial

15. advantage.msn.com
MSN.com Channel and editorial links

16. advantage.msn.com
MSN Entertainment homepage

17. advantage.msn.com
MSNBC.com Entertainment & Arts channel editorial

18. advantage.msn.com
Hotmail sign-in screen

19. advantage.msn.com
MSN8 Browser used by 9 million MSN8 subscribers -- “Oscar
Guide” drop down menu link.
Went live on 3/20 through 4/1.

20. advantage.msn.com
MSN8 “MSN Today”
(Pops up one time each day for all 9 million MSN8 subscribers)

21. Ad Delivery Report: $175k OVER DELIVERY!
(Over delivery does not include added value placements, and is just based on paid placements.)

22. AdIndex 3rd Party Online Ad Effectiveness Research Highlights: Key Findings
(see separate final research report for complete data on study findings)
Helped position Hyundai as an “aspirational” brand based on:
The campaign was most effective among:
Higher income respondents
Respondents who plan on spending $25,000 or more on a car
College graduates
The following lifts in:
Unaided brand awareness: 68%
Sponsorship association: 148%
Brand favorability: 13%
MarketNorms online ad campaigns in the auto category average
only a 1% lift in brand favorability, so this was a remarkable lift.
Is one of the best automotive manufacturers: 29%
Purchase consideration: 16%
MarketNorms online ad campaigns in the auto category average
only a 3% lift in purchase consideration, so this was a remarkable
lift.
The campaign outperformed MarketNorms in all of the metrics tested
In-market respondents were heavily influenced by the campaign in that the visuals of product,
focused offering and sponsorship messages seemed to make the most impression on
respondents that are in the market to purchase a new vehicle

23. AdIndex 3rd Party Online Ad Effectiveness Research Highlights: Overall Metrics
(All Respondents)
*Statistically significant difference between control and exposed group at a 90% confidence level Lift = (Exposed-
Control)/Control
• Campaign overall generated significant increases among all respondents in all Hyundai-
related brand metrics
• Also significant increases occurred in Product Awareness for the XG350 model
• Excellent increase in unaided Brand Awareness for Hyundai indicating the brand is top of
mind after the campaign
Control Exposed Difference Lift
*Unaided Brand Awareness 17.5% 25.7% 8.2 46.8%
*Online Ad Awareness 16.7% 35.7% 18.9 113.2%
*Sponsorship Association 11.8% 29.2% 17.4 148.4%
Hyundai Model Awareness {Tiburon} 55.8% 58.1% 2.4 4.2%
Hyundai Model Awareness {Santa Fe} 64.3% 65.6% 1.3 2.0%
*Hyundai Model Awareness {XG350} 17.9% 22.4% 4.5 24.9%
*Brand Favorability 27.1% 30.7% 3.6 13.2%
*Purchase Consideration 19.9% 23.3% 3.3 16.8%
*Makes vehicles that are distinctively styled 40.0% 45.3% 5.3 13.2%
*Makes your type of vehicles 24.7% 31.7% 7.0 28.5%
*Sponsors Academy Awards related content 10.4% 21.5% 11.2 107.9%
*Has great sweepstakes offers 9.0% 19.3% 10.4 115.7%
*Is one of the best automotive manufacturers 14.9% 19.3% 4.3 29.0%
Sample Size 502 1500

24. 47%
13%
18%
113%
30%33%
148%
62%
44%
13%
1% 5%
17%
3%
6%
0%
100%
200%
Unaided B rand
A wareness
Online A d
A wareness
Spo nso rship
A sso ciatio n
B rand F avo rability P urchase
C o nsideratio n
/ Intent
Hyundai MarketNorms Automotives MarketNorms*
AdIndex 3rd Party Online Ad Effectiveness Research Highlights:
All respondents vs. MarketNorms
RelativeDifference(Lift)
*MarketNorms (Q4/02): n= 712,481 overall Lift = (Exposed-Control)/Control
• Hyundai campaign outperformed both overall MarketNorms* and Automotive
MarketNorms for all metrics

25. There was a substantial increase in the number of consumers that requested an MSN Autos-
qualified Hyundai dealer to contact them for specific Hyundai models (AutoVantage/AutoNation is the
MSN Autos dealer distribution partner)
Percentage lift in average daily leads between:
January 1 – March 2 (two months leading up to the campaign)
vs
March 2 – April 19 (approx dates of the campaign, 3/1 – 4/21)
All Hyundai models: 18% increase in leads through MSN Autos NCBS during campaign
XG350 = 105% increase in leads through MSN Autos NCBS during campaign
Leads Captured within MSN Autos “New Car Buying Service” (NCBS)
Lead Funnel

26. Record traffic to www.HyundaiUSA.com