Hyundai Drives #DOOH fwd w/ C02 emissions Campaign
In a media first, Hyundai becomes the first car brand to use Vehicle Recognition Technology (VRT) to serve digital out of home creative based on high CO2 emissions and competitor vehicles. Running for three weeks, the campaign, developed by Havas Media, Innocean Worldwide and Ocean, supports the launch of the Hyundai IONIQ, Hyundai’s first dedicated eco-friendly model.
Adam Nickson, head of brand strategy and communication at Hyundai told us “The IONIQ is a key launch for Hyundai – we are entering a competitive and technology-led segment, so we wanted a launch solution that could create innovative stand out, whilst highlighting that IONIQ is a car that represents the next generation of electrified cars.”
Using Ocean’s vehicle recognition technology, the sites recognise drivers of gas guzzling SUVs, rival hybrids and key competitor models older than five years, therefore potentially in market, and serves them with personalised messages.
Natasha Murray, managing director at Havas Media said: “Audiences demand increasingly relevant communications so we have worked closely with Innocean UK and Ocean to use programmatic technology to ensure the IONIQ’s progressive message drives personal connections with key motorists.”
VTR uses cameras positioned at Digital Out Of Home (DOOH) sites located at London’s Holland Park and in Newcastle facing stationary traffic to identify the make, model and colour of stationary vehicles from their number plates and then serves the driver and passengers content which is based on specific audience demographics and data relevant to that vehicle.
Based on which category the car falls into determines which personalised, tongue in cheek messages plays out in real time. Additionally, the DOOH sites gives a high five to a select few of its Hyundai siblings, chosen based on Ocean’s historical data from each location.
Tristan Lenczner, creative at Innocean Worldwide UK said “Working with such an innovative platform was really exciting for us as an agency, especially as we are one of the first advertisers to utilise it. With the IONIQ being such a cut through model, we knew that the communications supporting the launch of the car had to be just as cut through. We had a lot of fun crafting the reactive ads and hope the public will have just as much fun reading them on the billboards themselves.”
Hyundai has sold vehicles in the UK since 1982. In 2005, Hyundai opened its own UK subsidiary, Hyundai Motor UK Ltd, based in High Wycombe. Since 2008, the company has risen from 21st to one of the top manufacturers in the UK and last year sold a record 82,159 vehicles. Hyundai Motor UK employs over 3000 people through its UK operations and dealer network.
Hyundai offers a full range of vehicles from the award-winning New Generation i10 city car through to the capable Santa Fe SUV and iLoad LCV. All passenger cars come with Hyundai’s industry-leading 5 Year Unlimited Mileage Warranty package.
Categories: DailyDOOH Update
