Title	L'ENIGME KONA
Brand	HYUNDAI
Product/Service	KONA
Category	F01. Excellence in Media Insights & Strategy
Entrant	SOCIALYSE Paris, FRANCE
Idea Creation	SOCIALYSE Paris, FRANCE
Media Placement	SOCIALYSE Paris, FRANCE
Production	MFG LABS Paris, FRANCE

Name	Company	Position
Frederic Saint Sardos	France	Managing Director

Why is this work relevant for Media?

Media first operation: everything is carried by the media in the reflection of channels, in the choice of media tools and in the strategy of purchasing deployed space. In addition, there is a strong technical and technological component related to tools and advertising solutions such as Make Me Reach, Facebook, Messenger... On the Media Insight part, the structure of the recommendation and the strategy was created from the analysis of the media consumption of the commercial targets of Hyundai Motors France. We analyzed behavior, digital consumption, presence of these audiences in potential to build a media strategy and a dispositf

Background

In July 2017, Hyundai is only 3 months away from a strategic launch of its new SUV, the Kona, but the competition is fierce in this segment. Our problem >How to create a mechanism that meets Hyundai's primary goal: to collect qualified and intentional Kona leads. >How to emerge in a complex period of the summer when audiences are less addressable in classical channels and often in a holiday context. >How to propose a concept robust enough to hold until the end of September and powerful enough to emerge. Our goals >Develop a qualified lead collection mechanism to generate at least 1505 complete profiles (last name, first name, email, address, telephone number, opt-in call back test drive). >Develop brand name awareness to best prepare for launch >Enhance the innovation dimension of the brand and bring back to the vehicle, its design and USP products in a fun way

Describe the creative idea/insights

During the study of Kona's commercial audiences, we observed an over-consumption of social networks, a strong appetite for travel universes, technology and a strong interest in reading. By creating the first Messenger novel of which you are the hero, Hyundai creates a mechanic in 4 episodes which makes it possible to discover the origin of Kona in an impacting way. The user is the hero and can choose his path, conduct his own investigation to solve the enigma that is proposed. Each registered person validates his participation in the contest "The Enigma Kona" and can then participate in the draw to win a trip to Hawaii. The commitment around the brand is powerful at the wheel of the Kona. The visuals are from a collaboration with a Hawaiian Instagramer with whom Hyundai collaborated to make the experience even richer and real!

Describe the strategy

By using Facebook and Messenger, Hyundai has very strong targeting capabilities on its target commercial audiences : brand and modele intentionists. In addition, Messenger as a new communication channel is also a channel of support that allows to harvest natively the data optins of the users according to their course and discussion. The heart of the activation is based on the personalization of the experience. The claim of the TV campaign on KONA is "You drive it, you define it". We chose to offer a personalized experience based on the personality of the individuals. In an intimate conversational channel - the Facebook messaging - we were able to offer Internet users to personalize their experience by choosing to progress in a story of which they were the hero.

Describe the execution

For the reading contract to be credible with our targets, it was necessary to bring realism to the story and to the narration. To make it real, we produced content directly on site with a famous influencer on Instagram in Hawaii. Through his eyes, we captured real photographs that illustrated and enriched the Kona story. This content co-construction strategy kept the high levels of engagement on the campaign. We created a Messenger Chat bot to collect natively personal data (name, phone number, address..) directly into the story. After that first phase of awareness and affnity with the new Kona, the chatbot has traformed into a car configurator : where users had the possibility to choose the color of the car etc... First phase was live during the summer (july-august) and the second phase at the launch (september 17).

List the results

>Sustained visibility in the heart of summer : all of the branding campaigns made it possible to send a total of 3.6 million people on Facebook. In the summer, the campaign had a real impact on Hyundai's target audiences for the Kona model. >34% of users participated during the 8 weeks of activation : we generated a total of 14.3K entries, ie conversations with the bot and browsing the plot. Nearly 5K people have finished all the experience proposed on the 8 weeks of activation! >Objectives achieved at 315% on the perf part: the course and the richness of the experience allowed to collect 4.3K profiles of people (name, first name, email, phone, address, etc.). The objective set by Hyundai Motor France of 1505 optins leads has been reached at 315%! Following the recall of the call center of Hyundai, nearly 1k test drive were confirmed by the participating hearings!