2010 Hyundai Genesis Coupe Launch Events
ICS Product/Service Area: Advanced Audience Acquisition Planning Model
The Challenge
The Results
The Challenge
- Increase awareness and positive consideration of the all-new Genesis Coupe
- Generate:
- Genesis Coupe test drives
- Positive word of mouth via enthusiasts
- Handraisers – prospects and leads
- Drive retail traffic at the dealerships
- Leverage positive perceptions of Coupe increasing entire Hyundai brand consideration
- Leverage the Genesis experience to elevate the entire Hyundai brand
- Leverage ICS in-depth understanding of the direct response disciplines that drive integrated direct, email marketing and digital lead generation, including a solid understanding of how to leverage an OEM's data assets most effectively
- Structured communications cadence and MarketSmartSM Registration platform gave priority to OEM assets across mediums
- Leveraged ICS AutoNetSM, offering the very best in diversified automotive acquisition solutions across channels from the top sources in the industry
The Results - All eight events sold out, even in the current challenging economy
- Asset performance (by type and medium) performed at anticipated levels
- Hyundai's brand recognition lifted to upper performance tiers
- Return On Investment ranking:
- #1. Digital Lead Generation
- #2. E-mail
- #3. Direct Mail
- Structured communications cadence carefully managed to ensure OEM assets received priority registration
- Targeted digital lead generation:
- "Intercept" new car shoppers on a very cost-effective basis
- Advanced Search Engine Marketing provided a highly targeted medium to target by "buyer type" and within defined geo parameters
- Performance strength and growing consumer acceptance drive segment growth
- Far exceeded planning goal of 10% of total registration