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Hyundai
Dealer Stealer Campaign

Challenge

The Australian automotive industry is pressured by the ever-increasing threat of consumer empowerment. The opportunity to convert a sale used to rely on the strength of the dealership, but in the last ten years the average number of dealership visits has declined from 5 to 1.6. Greater ‘at home’ research means that consumers only visit the dealership of the car they’re most interested in when they’re ready to seal the deal.

For Hyundai this challenge was matched by another from within the industry. Up against entry-level marques, and a staid ‘cheap’ perception, Hyundai was falling out of topline consideration. Without the opportunity of the traditional dealer visit to prove its worth, Hyundai’s sales were suffering.

Solution

Ansible knew that customers would only test drive cars they had almost already decided on and that 60% of all car shoppers research on their mobile devices, using their smartphone as a key to negotiation.

We digitally mapped Mazda, Toyota and Hyundai dealers across Australia using hyper-targeted polygon mapping connected to a phone’s GPS. This created a powerful target – people who were physically in or had been into a competitive dealership. We displayed targeted deals and an intuitive ad unit drive-away calculator – shortening the steps from consideration to test drive.

Mobile GPS tracking let us track the movement of users between dealerships, allowing us to measure the ad unit’s impact on converting a user across to Hyundai from a competitor dealer. This data ID was then extended to re-target consumers.

hyundai dealer stealer

Results

By putting Hyundai into consideration in that crucial purchase moment we were able to shift brand perception.
The post-campaign media results were extremely positive. By mapping the locations of 115 Mazda, 282 Toyota and 152 Hyundai dealerships, we achieved:

  • A click-through-rate 50% higher than the industry average.
  • 815,000 unique eyeballs viewing the ad unit.
  • 41,000 people reconsidering Hyundai as an option.
  • 11,000 people stolen from key competitors – Mazda and Toyota.

Our solution not only overcame the brand issue of not being considered, but also the issue of declining dealer visitations.

Awards:

  • Festival of Media Global 2017: Best Use of Geo-location – Bronze
  • Festival of Media APAC 2017: The Effectiveness Award – Shortlist
  • Tangrams 2017: Digital Strategy: Cars & Automotive Services – Shortlist
  • Tangrams 2017: Digital Strategy: Mobile – Shortlist

 

hyundai dealer stealer