Innocean launches Veloster as ‘Cool Coupe Meets Smart Hatch’
Creative agency Innocean has created a digitally-centred campaign to support the launch of Hyundai’s Veloster in the Australian market.
A point of difference for the car is that it has a door on only one side for rear passengers.
The digital campaign centred around a Facebook-based debate on whether the car is a”cool coupe” or “smart hatch”.
Once the user votes they are shown one of two YouTube videos to promote the two sides of the car. They can also view the car from alternative views.
The campaign will also be backed with print, outdoor and online display ads.
According to Innocean: “In phase two, all executions drive the audience to the campaign’s centrepiece veloster.com.au. This site uses “active intelligence” to aggregate relevant content from key social media sites to offer users a complete understanding of the vehicle. The site is fuelled by official global Hyundai content, third party reviews and user generated content to give its Australian audience the full, international story.”
Collette Van Rooyen, head of digital at Innocean said: “We wanted to harness that global enthusiasm for the new vehicle and share it at a local level by aggregating the social content into our web destination, encouraging Australians to join the conversation and find out more.
Credits:
- Client – Hyundai Motor Company Australia
- Marketing Director, HMCA, Oliver Mann
- Senior Manager – Marketing Communications, HMCA, Alex Pinsuti
- Brand Communications Manager – Marketing Communications, HMCA, Kate McGeoch
- Agency – Innocean Australia
- Creative Director, Scott Lambert
- Copy Writers, Jenny Mak, Daniel O’Connell
- Art Directors, Lyndal Kearney, Katrina Mercer
- Planning Director, Kathy O’Connor
- Group Business Director, Tim Hiley
- Business Director, Damien Pashby
- Head of Digital, Collette Van Rooyen
- Digital Producer, Matt Bryant
- Media Planning & Buying – Initiative Media
- Web Development Partner – This Moment
For some reason I feel like purchasing NIB.
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I’m sorry, but this line ” “We wanted to harness that global enthusiasm for the new vehicle and share it at a local level by aggregating the social content into our web destination…”
Did they get that from http://whatthefuckismysocialmediastrategy.com/ ??
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Also, getting people to vote for either a ”cool coupe” or “smart hatch” is reminiscent of South Park’s “Giant Douche” vs “Turd Sandwich”.
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show the bloody car – its a car promo! So the agency is creative and does digital, well I never, how unusual… But did anyone else just remember a whole lot of words that became annoying after 15 seconds – this thing will only be viral, it would turn the masses off with a 2nd exposure methinks. I was intruiged by the single back door feature of the car (how innovative) and I would love to see the interior. Don’t make me wait! Even the twenty-something girls this is targeted at want to see inside it. Sometimes being too clever showing our craft doesn’t move as much product as actually showing the product. Now that’s a creative thought!
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C. None of the above.
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