Hyundai Tucson campaign ChangeIsGood among Automotive Brand Contest 2016 winners
- Hyundai Tucson campaign #ChangeIsGood named one of the best Digital Marketing campaigns of 2015
- The campaign consisted of content co-created by the brand and selected European influencers, published on the campaign page change-is-good.eu
- The approach generated 45 percent organic reach, 11 million views and social interactions, 90,000 leads and a 300% increase in online searches for ‘Hyundai’
Hyundai Motor is among the winners of this year’s Automotive Brand Contest. The digital marketing campaign #ChangeIsGood for the All-New Tucson, created by the agency Razorfish with Innocean Worldwide Europe, was named one of the best Digital Marketing campaigns of 2015.
The All-New Hyundai Tucson, introduced in summer 2015, has been a milestone for Hyundai Motor in Europe. A bold and athletic design, high levels of convenience and extensive new technologies made All-New Tucson a brand ambassador, helping to change people’s perceptions of the Hyundai brand.
All about change
In order to show people how rewarding change can feel, the #ChangeIsGood campaign challenged consumers in their daily routines. The digital multi-channel approach encompassed the new campaign hub change-is-good.eu, a platform that encouraged people to revisit the Hyundai brand and get first-hand insights about All-New Tucson - all tailored to the interests of Hyundai Motor’s Generation-Y audience.
Aiming to maximise awareness during the pre-launch phase, Hyundai Motor partnered for the first time with hand-picked influencers on a pan-European level to take on the #ChangeIsGood challenge and break from the ordinary. Five popular video bloggers from different countries across Europe with a substantial fan base, who share the Tucson drivers’ interests and values, were asked to celebrate change by taking 16 challenges, changing the brand perception by radically changing themselves.
A movie review influencer becoming his own movie star; a lifestyle blogger changing gender for a day; a food blogger cooking blindfolded - each week, new video content was published on the campaign microsite and all Hyundai channels as well as on the influencers’ own social channels. The microsite was further complemented by content explaining All-New Tucson featuring actress Hannah Ware, the star of the ‘Change Is Good’ advertising campaign created by Innocean Worldwide Europe.
#ChangeIsGood for changing brand awareness
Jochen Sengpiehl, Vice President Marketing at Hyundai Motor Europe, commented: “The #ChangeIsGood campaign was an important step for the Hyundai brand, setting new standards by extensively using the whole spectrum of digital channels. The successful outcome shows that we are going the right way with our strategy focused on digital and content marketing and carefully listening to what the customer wants.”
Andreas Schmidl, Creative Director at Razorfish for the #ChangeIsGood campaign, said: “#ChangeIsGood is not only an entertaining format of content with surprising storytelling based in real life, but also sets industry standards: with the campaign in 2015 Hyundai was the only car brand to increase its brand consideration in Europe.”*
By meeting the customers on their preferred lifestyle channels and moving away from a traditional media-buying approach, the campaign generated 45 percent organic reach, 11 million video views and social interactions, 90,000 leads and a 300% increase in online searches for ‘Hyundai’. Hyundai Motor achieved a successful market introduction of Tucson, becoming the company’s fastest-selling new model ever.
Automotive Brand Contest
The Automotive Brand Contest is initiated by the German Design Council and awards outstanding product and communication design, drawing attention to the fundamental importance of brand and brand design in the automotive industry. It is the only neutral, international design competition for automobile marques. A jury consisting of six representatives from the media, design, brand communication and universities assessed the entries in 14 normal and four special categories with regards to the integral and consistent use of the brand across all media and products. This year’s winners will be presented with their awards on the occasion of the Salon Mondial de l'Automobile in Paris on the first media day, 29 September.