afaqs!

Hyundai i10 invites ad scripts from customers

By Rashmi Menon , afaqs!, New Delhi | In Advertising | February 05, 2013
In its latest 360 degree campaign, the brand invites existing and potential customers to write an ad script and get an opportunity to act with Shah Rukh Khan.

South Korean car maker Hyundai Motors India has come out with a unique way to connect with customers through a new contest. The multimedia campaign, which promotes its i10 model, is titled 'writeuri10story' and cleverly uses its brand ambassador, actor Shah Rukh Khan to grab eyeballs.

The new Hyundai i10 TVC

Conceptualised by Innocean Worldwide India, the television commercial (TVC) shows a behind-the-scene setting, where Khan is getting ready for an i10 ad shoot. When the actor asks for the script and his dialogue, the nervous director suggests that he talk about the features of the i10 model offhand. A visibly irritated Khan then addresses the camera directly and invites the audience to send in their i10 ad script. And, he promises that the best script will not only be converted to the brand's next TVC but its writer will also get the opportunity to act in it, along with Khan.

Besides television, a website has been created around the campaign, which features Khan urging people to participate in the contest.

The campaign has been extended to print, outdoor and is also visible in dealership and sales touch points. Interestingly, participants can send in their scripts in a wide array of formats - video, audio, upload text in the website, by post or over the phone (by giving a missed call on the given number, to which Hyundai will call back to take down the story).

Nalin Kapoor

Vivek Srivastava

The website also invites people to take a test drive by leaving their contact numbers for follow up. The campaign is aimed at men in the age group of 25-44 years in SEC A, B and C.

The print ads will be published in major English, Hindi and regional dailies, while spots have been taken in GEC, movie, news, lifestyle, music, infotainment and regional channels. On the digital platform, the campaign will be spread across social networking sites such as Facebook and YouTube, search engines and news websites.

The contest is open for a month. The winner will be picked by the brand's agency, which will evaluate all the script submissions. Subsequently, the second round of activities will begin, with the winner acting along with Khan in the TVC.

In addition to this, 20 people will be chosen as weekly lucky winners, and receive MP3 players. Interestingly, the contest welcomes script ideas not only from i10 owners but also potential buyers.

Nalin Kapoor, group head, marketing, Hyundai Motors India says that the campaign focuses on Hyundai i10, since it's the most popular model of the brand in its entire range in the last five years.

"The customers have shown trust in i10 over the years. So we have created a campaign to amplify, communicate and appreciate that trust. The campaign is targeted to build stronger association of the i10 brand with its target group,"

he says.

Vivek Srivastava, joint managing director, Innocean Worldwide India, reveals that Hyundai wanted the agency to energise the target audience and engage them meaningfully with the Hyundai i10. "The campaign also needed to communicate its credo of 'modern-premium'. So, we developed the campaign with the insight that consumers today welcome brands that invite their active involvement, more so when the gratification is an acting stint with SRK," he says.

According to Hyundai, 9,000 units of the i10 model are sold every month. While Innocean Worldwide is the creative agency of the brand, MPG handles its media planning and buying functions.

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