May 23, 2008
The client – Hyundai Motor America
Hyundai Motor America, headquartered in Fountain Valley, Calif., is a subsidiary of Hyundai Motor Company of Korea. Hyundai vehicles are distributed throughout the United States by Hyundai Motor America and are sold and serviced by more than 780 Hyundai dealerships nationwide.
Client: Hyundai Motor America
Sector: Automotive
Challenge: Raise awareness
Solution: Campaign featuring downloadable content
Results: 3.41% CTR; 11% “RevTone” download rate
Eric d’Ablaing, Hyundai
“We chose to continue our mobile advertising and marketing efforts with Nokia because they’ve proven themselves with our campaigns in the past. Nokia provides prime ad placements and quick delivery of a high quality campaign, and we knew we could expect outstanding results.”
The challenge – Raise awareness
Hyundai chose the media event of the year – Football’s Big Game – to build awareness of its new luxury vehicle, the Genesis. The auto manufacturer’s mobile advertising campaign ran on the Nokia Media Network on the Sunday of the Big Game, coinciding with two television ads featuring the Genesis.
The solution – Campaign featuring downloadable content
The mobile advertising program featured banner ads that clicked through to the Genesis mobile Web site, where consumers could download wallpaper featuring the new vehicle, as well as ringtones featuring the sound of the engine’s “rev.” Hyundai also ran cross-promotional ads on the Internet that encouraged viewers to text in a shortcode that led them to the Genesis mobile Web site.
The results – CTRs averaging 3.41 percent
The results of the test campaign were very encouraging, achieving a click-through rate of 3.41 percent. Additionally, 11 percent of people who clicked through to the Hyundai banner ad submitted their e-mail address to get the free “RevTone.”
Hyundai was able to capitalize not only on the days leading up to the Big Game and the Sunday itself, but thanks to downloadable brand-sponsored content like wallpaper, they will continue to make an impact after the event.
Nokia
Nokia is the world leader in mobility, driving the transformation and growth of the converging Internet and communications industries.
Nokia Interactive has an ambition for all consumers to have connected mobile devices with rich and valuable services supported by relevant and respectful advertising. The Nokia Media Network provides reach to millions of mobile consumers through advertising on more than 80 blue-chip mobile publishers, operator partners and Nokia properties. Hundreds of top brands, including BMW and Paramount, advertise on the network and use our award-winning mobile marketing team to create end-to-end, high performance mobile experiences for their customers.
To see mobile advertising in action, visit http://nokiaads.mobi on any mobile device.
