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At a time when families are finding it more difficult than ever to spend quality time together, Hyundai positioned the Santa Fe as the SUV with all the capabilities and features to help families reconnect.
As the second act for the "Year of the SUV," Innocean crafted an integrated campaign launching their all-new Santa Fe that focuses on a family spending quality time together.
On top of creating awareness that Hyundai offers quality SUVs, creative also highlighted industry first (and life-saving) safety features like "Safe Exit Assist," and the capability of the all-new Santa Fe thanks to the advanced HTRAC AWD.
In “Dad, look” we follow a family sharing experiences together on a road trip. As with most young boys, along the way the son seeks to impress dad with a new discovery or courageous feat. In the end dad, turns the tables on his son teaching him a lesson in the process thanks to the Santa Fe’s Safe Exit Assist feature.
Surpassed Sept and October monthly sales objectivesAlso exceeded sales goals for both months for ALL SUVs
Ace Metrix scores (T1 TV)Non lux auto average = 560, and only 12% of non-lux auto ads score above 610. • "Dad Look" scored 629 • "Not Flying" scored 625• Ranked 3rd overall in 2018 for Relevance (of 275+ ads in non-lux category)
Organic Social Content: • 55.6K Social Mentions (+34% higher than fab five average)• YouTube Avg % Viewed (+76% above average)• People viewed a higher percent of Santa Fe videos on Facebook (+418% above platform average)• Twitter content had a +6.78% higher Engagement Rate, and a +3.27% higher VCR, compared to platform avg.
CRM• Extremely strong engagement: OR of 19.19% and CTOR of 57.67% (over 7x industry average and one of the highest CTOR rates of any HMA CRM campaign)