1. Case Study _Hyundai Elantra
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BACKGROUND
Hyundai Motor India Limited is the largest passenger car exporter and the second largest
car manufacturer in India. It currently markets eight passenger car models across
segments. Keeping Indian consumers in mind, Hyundai launched their new products, Verna
and EON marking an entry into the sedan club and the mini car segment.
The Hyundai Elantra was the first car to be launched in the season, competing against
Toyota Corolla and Chevrolet Cruze in the mid-size saloon segment with an exciting
introductory offer. The Elantra is available in 7 variant: four diesel and three petrol.
BUSINESS CASE
Hyundai wanted to explore the power of mobile to make the campaign more efficient i.e. to
generate more engagements leveraging the spend on traditional media. The aim was to
create consistent engagement across brand spends that would be measureable. The goal
was to convert target audience’s impulse into an exciting experience by delivering
information on their finger tips. Hyundai desired to bond more personally with their
customers by directly interacting with them.
SOLUTION
As a part of single engagement, various widgets were
delivered to users that included direct access to the
brand’s website, book a test drive at the users’
convenience and view Hyundai’s captivating TVC. The
highlight of the campaign was the Facebook contest
where users had to upload their photo to win the
“Moment of Brilliance” by logging into the FB page.
On capturing the print-ad, interesting information about
the brand was delivered onto the users’ finger tips. These
print-ads were a part of the newspaper circulated in the
major metros. Various widgets in a single engagement let
the users make the choice of content to interact.
RESULTS

2. Case Study _Hyundai Elantra
http://telibrahma.com Follow us on http://www.facebook.com/PointARTApp
 Over 15,000 engagements were achieved during this campaign
 50% of the users participated in the FB contest , showing keen interest in the
brand’s engagements
 It was recorded that 56% of the users were high-end phone users, successfully
proving in reaching out to the right target audience
HIGHLIGHTS
 The brand was successful in reaching out to the desired target audience
 The campaign proved to be successful in both brand building and response
generation leading to delivering superior ROI
 The users could skip a visit to the dealer with almost all the information provided on
their mobile phones along with the option available to book a test drive
 Brand could gather user generated content that could be used for other marketing
initiatives in the future