Leveraging pDOOH to promote Hyundai model rebranding
Explore Hyundai’ success story. Havas, Innocean France and Displayce deployed a powerful DOOH campaign to promote Hyundai model rebranding in France. The campaign only broadcasted on the digital billboards and points of interest where the targeted audience is most present, for two weeks.
About Hyundai
The automobile market has undergone a significant shift towards electric and hybrid vehicles in recent years. The new challenge for car brands is to maintain their electric offerings in line with modern tastes and technologies to sustain consumer enthusiasm. Hyundai has adeptly embraced this evolution through a rebranding of their SUV, now named Kona SX2. As a brand with strong ecological values, Hyundai prioritizes showcasing low-consumption vehicles. The latest addition to their lineup, the Kona SX2, boasts numerous driver-assistance functionalities, an enhanced and comfortable interior, and much more.
About Havas
Founded in 1835 by Charles-Louis Havas, Havas is one of the world’s largest global communications groups, with more than 22,000 people in over 100 countries sharing one single mission: to make a meaningful difference to brands, businesses, and people.
About Innocean France
Innocean is a creative agency that bases their capabilities on three pillars: creativity, data, and talent, resulting in innovative, value-creating marketing solutions throughout the customer journey. The agency aims to create customized opportunities for each brand, ensuring brand development, enhanced experiences thanks to an effective marketing strategy.
The campaign context
Hyundai embarked on a mission to promote the second version of their KONA, named KONA SX2, throughout France in a brief timeframe from May 29 to June 11, 2023. Their objective was to maximize outreach and sales during this period, concentrating on their target audience through the strategic targeting of custom points of interest and screens around Hyundai shops.
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Using programmatic DOOH for maximum impact in limited time
The campaign was conducted by Havas and Innocean France and supported by Displayce’ DSP. It was broadcasted on JCDecaux, and Media Transport panels throughout VIOOH and Phenix Digital with three distinct screen categories: outdoors, airports and train stations. Through those settings, Hyundai diffused on 2 879 locations including 203 Hyundai shops and 4 623 screens. They also relied on custom dayparting to adapt the campaign’s flightplan to the different venue types, locations and audience behaviors:
- 6am/10am and 5pm/23pm for railway stations
- 6am/12pm and 5pm/22pm for service stations
- 8am to 22pm for airports
- 8am/12pm and 5pm/22pm for outdoor
They also used precise geotargeting focused on points of interest which substantially expanded the outreach to the intended audience. Their main strength was their ability to directly broadcast next to Hyundai shops by venue type. Outdoor and railway stations had to be at least 15 km around Hyundai dealerships. For airports and service stations it was 20 km.
The results
Hyundai DOOH campaign reached an impressive 18 208 378 impressions. To truly grasp the effectiveness of this campaign, Displayce conducted two mobile programmatic surveys sent via Happydemics, with comparison of creatives on the display area around the panels. According to Happydemics data, the campaign resulted in a significant increase of 21 points in intent for a future purchase and a notable 28 point enhancement in brand image.
Additionally, we gained valuable insight into Hyundai’s drive-to-store KPI. Based on Hyundai’s overall ROI (set as a base of 100), DOOH is among the top three best-performing channels. It scored above the base index at 103, which is 3 points higher than Hyundai’s overall ROI. This shows that DOOH outperformed the average ROI for the entire year.
The precise selection of screens, combined with audience data brought accuracy and relevance to the campaign as it fulfills its goal of recognition and acknowledgement of model rebranding.
