Hyundai Auto Canada Corp. (HACC)
Hyundai Ultimate Date

Campaign Background

To launch the Hyundai Ioniq in Canada, the agency set out to highlight the unexpected aspects of the new Hyundai Ioniq models in a lifestyle-focused conversation consumers could relate to. The introduction of this new vehicle revolutionized the general public perception of Hyundai – flipping the idea that Hyundai only offers value over quality on its head. The team was tasked to develop a 360-degree communications campaign that reached consumers on a more personal level.

Goals, Objectives and Targets

The goal was to introduce Hyundai the brand in an unseen perspective to the younger millennials. The team wanted this target market to interact with the campaign and view Hyundai as a relatable and reliable brand. Additionally, the campaign aimed for 36 to 39 million combined impressions, not including results generated from paid amplification.

The Plan and Relevant Partnerships

Challenged with public perspective that Hyundai’s quality wasn’t at par with competitors, Hyundai and The Colony Project set out to create an integrated campaign no one would expect from either Hyundai or an automotive manufacturer. The agency launched a first-of-its-kind campaign revealing an interesting parallel: the similarities between car shopping and dating. The team used social listening to uncover this sentiment and conducted a survey that solidified that people looked for the same qualities in cars as they did their partners. Similar to the Hyundai Ioniq, Canadians no longer had to settle in picking their partner or vehicle.

Phase 1: Launch

To launch the campaign, the brand needed two eligible spokespeople who would resonate with the target demographic and also draw media attention. Jasmine Lorimer’s, Canada’s first Bachelorette, recent single status made headway in the news. Joey Scarpellino, Quebec’s globetrotting television heartthrob, was back in town and ready to mingle. To kick-start the campaign, the agency surprised the target demographic with Hyundai’s own Tinder profile card for a chance to win a date with Jasmine or Joey. Users swiped right to learn more about the contest and be directed to our landing page to enter. A match was made and winners were selected to go on their first date with Jasmine, in Toronto, and Joey, in Montreal. The video team captured every moment to create a video that was amplified over organic and paid social media.

Phase 2: Amplification

The agency amplified the campaign through a video strategy with its partners at Tinder and Innocean. English and French videos were used to capture the audience’s attention and share why car shopping and dating are so similar. Each video included a call for viewers to enter to win a Hyundai Ultimate Date - a $200 Visa Gift Card and a night on the town chauffeured in the Hyundai Ioniq. Videos and photos from the celebrity Hyundai Ultimate Date created engaging social posts for the Hyundai Canada channel and were boosted through paid promotion. Tinder users were also delivered the video through the app, encouraging users to enter to win a Hyundai Ultimate Date. The team continued to tell the love story with traditional media through car side briefings with celebrities and omnibus findings of what Canadians look for in a partner and vehicle.

Phase 3: Sustain

The agency sustained the momentum through content from lifestyle influencers and ongoing Tinder Branded Profile Cards, highlighting the parallels between car shopping and dating, unique vehicle features and the chance to win one of six Hyundai Ultimate Dates. Seven lifestyle influencers test drove the Hyundai Ioniq and shared their experience through social content with a call to watch the video and enter the contest for a night out with their partner. The landing page acted as a hub where visitors could find all video content, campaign details and the contest entry form. The team drew one winner every month until March for the Hyundai Ultimate Date in the hope that Canadians would find their true match in a partner and the Hyundai Ioniq.

The Results

PR media relations received 28.5M impressions, 14% over KPI goals. The campaign saw over 1.3M video views, influencer impressions received over 7.1 impressions, tinder celebrity BPC received 80% CTR (567% over KPI goals) and the national contesting received over 9,000 entries (800% over KPI goals). Owned contest received over 5M impressions and created a conversation amongst consumers about Hyundai on a more personal level, making it the most successful Canadian brand campaign seen by Hyundai. The program is now used by Hyundai Global as a 2017 best in class program.