Our client and their challenge
In 2016 Hyundai UK's unaided brand awareness and customer perception faced a challenge. Driven by the upcoming launch of new products and services, Hyundai decreed 2016 their "Year of Innovation" and all marketing activity had to live up to this commitment.
Our process and solution
We turned to The Mercury Prize, a globally respected annual music award given to the best album of the year from the UK and Ireland. The Mercury Prize has been at the heart of musical innovation for over 20 years. It is the musical equivalent of the Booker Prize or the Turner Prize.
We believed that by shared brand equity, sponsoring the event would immediately increase perception of Hyundai UK as an innovative brand. Therefore, we brokered a three-year title sponsorship deal to create 'The Hyundai Mercury Prize' from 2016.
The team created a fully integrated activation campaign which included 2016 shortlisted artists and previous winners. We delivered the launch event, social and broadcast media, product showcases, dealer marketing, bespoke hospitality, a partnership with HMV and even a live Periscope feed.
The result and the impact
Launch day content sent out to more than 600k new music fans generated over 100k social views and mentions of 'Hyundai Mercury Prize' across radio, press, online and TV. 30+ pieces of bespoke social content reached an audience of over 7.5 million, beating industry average figures and saw #HyundaiMercuryPrize trending on Twitter during the show day.
Vehicles were sold at Hyundai dealerships directly following email communications to 15k prospects encouraging test drives and a chance to win tickets to the ceremony.
The campaign created positive social sentiment at 59.19% and brand preference grew by 15% YoY.
For more information about this project, please contact us.