Hyundai

What we gave them

We started by profiling the base audience against competitor car profiles and the UK new car buyer profiles so we could identify higher value hot prospects as well as warmer ones on the cusp.

As the KONA was a new brand for Hyundai at the time, it was imperative we took a radical departure away from their normal heritage sub brand. We needed to be out there with something different, establishing KONA as a brand that is as cool as the car - a massive change of approach, creating the excitement of a new style that people would talk about.

Using data and analytics we were able to suggest who the right audience was – those who wanted a new car - and how best to reach them. We also knew we needed to target drivers who knew what they liked when it came to colour, design and embracing every opportunity to express their individual style. So, we opted for mailing packs and emails as a way to market directly to these customers.

To connect with these confident, self-assured individuals, we created a poster mailing using photography as confident as the KONA itself, including authentic graffiti art, followed by an appropriately vibrant launch mailing that shared their love of in-your-face style, celebrating bold design, and indulging their need for self-expression. For those who were more traditional and further away from purchase, we developed a lower cost yet still appropriate mailing pack.

For the higher value hotter prospects, we made the most of physical direct mail interaction with a high-unit-cost pack leading to digital share – getting the customer engaged with the art of the creative and sharing their masterpieces with the world at #YouDefineIt. The mailing pack featured a colouring book, which was the zeitgeist at the time, and helped bridge the gap between physical and digital as it encouraged user generated content. The wide range of bold colours for the colouring book also helped to mirror the big colour palette for the KONA.

For those who were more traditional and further away from purchase, we developed a lower cost yet still appropriate mailing pack.

We also used emails, managed and sent through Acoustic, to help prompt people through the journey. It can often take up to six months since launch for a car to be available for purchase, so we had to keep the momentum going. When building the emails, we made sure they were creative and aspirational, used minimal copy to create a stronger impact, and delivered a hard-nosed benefit across multiple variants with strong calls to action.