Hyundai came to us with a task around breaking the convention of online ‘brochureware’ to showcase their latest car models.
Although Hyundai’s brand awareness was relatively high, brand preference and associations with the brand were relatively low compared with key competitors. Our approach was therefore to identify the most interesting product points about the key models but, importantly, to showcase them in an engaging and entertaining way.
We developed a series of online films starring well-known comic actors and the recurring character George, our hapless Hyundai car salesman.
The first set of films, for the Santa Fe and i30, star well-known comic actor and actress, Darren Boyd and Anna Crilly, and give us an honest and amusing insight to what is going on inside the buyer’s head as they go through the excruciating process of showroom-shopping for a new car.
The next films in the series star BAFTA-nominated actor Neil Stuke from legal drama ‘Silk’, who is featured with the new ix35, and Kimberley Nixon from Channel 4’s ‘Fresh Meat’, who acts as a potential buyer for Hyundai’s award-winning new generation i10.
The final film in the series features a feuding couple who can’t agree over anything, let alone whether they want the i20 or the i20 Coupe. The couple are played by Kelly Brook and Tom Stourton, whose on-screen chemistry turns out to offer more far more than viewers expect.
The films have been watched over 2.3 million times on Hyundai’s UK YouTube channel since launch. The films are a case study in best practice, with 26% of viewers watching through to the end of the film (ix35). The YouTube average is less than 4%.
"With these videos we are offering consumers something more engaging and appealing than the traditional brochure or online specifications. Today’s consumers are looking for more – they want to be entertained, informed and educated".
Andrew Cullis, Marketing Director, Hyundai UK