India’s second largest passenger car manufacturer, Hyundai Motor India, recently launched the second phase of its ‘Live Brilliant’ corporate campaign. This campaign uses the digital media via new cross-media digital activation and engagement titled, “Moments of Brilliance”.
Live Brilliant is Hyundai’s global corporate campaign theme and speaks of the brand’s association with the happiness and brilliance in its consumers’ lives.
Hyundai’s communications agency Innocean Worldwide India decided to engage their audience by devising a mobile phone app. This application enables the user to scan the messages across media -print, dealer posters, outdoor or even on social media using his smart phone which serves the Live Brilliant TVC followed by the contest page.
Using this application, the user can share their own moment of brilliance on-the-go, whenever and wherever they experience it. They can submit freshly clicked images using their camera-phones , or share a previous image from their phone gallery. According to Shankar Narayan Head of Digital practice at Innocean Worldwide – “It’s a first-of-its-kind; on-the-move contest enabled using a Mobile AR application. It brings the tacit imagery of the brand in the real world through real people with the following steps”.
Visit interact.mobi via your mobile browser or search for interact on app-stores or SMS “AR” to “56767” to download & install the app on your phone
Open the App & capture the Live Brilliant Creative
Experience the Brilliance
The steps involved in this entire campaign are simplistic and devised to make the experience unencumbered. Elaborating further B Sridhar Group Director Media & Digital Services at Innocean Worldwide India added “this initiative underlines the importance of digital technology and media in amplifying the brand ideas in a user friendly manner. Moreover the relevance and delight factor is ensured all along. We see in this instance a clear force multiplier to our media efforts and brand outreach.”
For the audience not using smart phones, this engagement devised by Innocean for Hyundai Motor India has an application on their official Facebook page to enable online entries for the contest. Along with the contest, this innovative application gives a remarkably personalised experience to its user by showcasing the Live Brilliant concept video via a collage of the user’s own images which are dynamically picked in real-time from the user’s Facebook albums. The intent is to make the user feel related to the brand and the Live Brilliant motto. Users can even download this video collage and shareit with his/her friends. To reward and delight the consumers , from the total entries received, across platforms, 50 lucky winners will be chosen to win exciting prizes courtesy Hyundai Motor India.
According to Mr Vivek Srivastava Jt. MD Innocean Worldwide India – “this campaign is a living testimony to the agency’s strong digital capabilities and their leverage for client’s benefit. In times to come it will imperative for brands operating in high consumer involvement space to offer memorable and relevant experience to their patrons using the Digital medium. Moreover with this initiative our valued client Hyundai Motor India has proved yet again that its campaigns are more about relevantly designed consumer centric experiences and not mere taglines.”
— Industry Press Release