Bringing the "Guardian Angel" to life in the digital/social space
Problem - Hyundai Canada was launching the all-new Sonata into the hyper-competitive intermediate vehicle segment. The Sonata featured breakout safety technology, and the latest iteration of Hyundai’s fluidic sculpture design. Based on research, identifying safety as one of the key purchase drivers for the intermediate segment, this was something to highlight to the public.
The Sonata launch was an opportunity to drive sales in that segment for Hyundai Canada, but also to re-enforce and demonstrate it’s “Modern Premium” positioning in the market.
KPI - site conversions, site visits, social media engagement, organic reach, paid reach
Bring to life the advanced active safety features of the all-new Sonata, while dramatizing the reason for purchase. The result was an anti-spokesman the “guardian angel” character. The idea being that you can’t count on your guardian angel, but can count on the advanced safety of the all-new Sonata.
This digital components of this integrated campaign included: online pre-roll, online display, SEM, print and social media.
The social media execution included a Facebook promoted campaign combined with a promoted Twitter account “@NotSoGuardianAngel” which brought to life the guardian angel character on Twitter.
The paid promotion of the campaign was extremely successful with the Twitter account team calling out that the 3% engagement rate achieved was significantly above industry benchmarks.
This allowed Hyundai and users to interact with the guardian angel on twitter and continue the campaign's message in that space.