Hyundai Motor America‘s October integrated marketing campaign promoting the Veloster automobile delivered a 73% increase in Veloster-related visits on Hyundai.com, said Jon Budd, senior group manager of CRM and interactive marketing at Hyundai.
Speaking via Skype at the Direct Marketing Club of New York‘s “Brand Management in a Multi-Channel World” seminar at Pace University, Budd said The Agency Inside Harte-Hanks– and Innocean USA– created campaign increased the amount of consumers who designed Veloster cars on-site by 95%. He did not specify how many consumers then went to the dealer or made a purchase.
Mobile website visits to the Veloster automobiles’ Web page increased 471% in response to the campaign and YouTube channel visits rose 953%, Budd said. More importantly, he added, the percentage of Web visitors younger than 34 – the demographic Hyundai targeted with the campaign – increased from 30% to 62%.
“There’s an old automotive saying: You can sell a young man’s car to an
old man, but you can’t sell an old man’s car to a young man,” said Budd.
“We did some focus groups with the young, creative [demographic]. They
love their music. You don’t have to be sell-heavy all the time. They’re
heavy into digital and they love technology.”
The Veloster line of automobiles launched Jan. 11. The national advertising campaign created by advertising agency of record Innocean launched on Oct. 1. CRM agency The Agency Inside Harte-Hanks helped create the CRM campaign based on the national campaign.
The campaign features TV spots, social media engagements, direct mail and email. The tagline is “Engineered for whatever.” Hyundai will continue the campaign through December and restart the promotion for the Super Bowl, the Oscars and the Grammys.