Same name - new car

Online manager An Vinh Ho at Hyundai Motor Norway.

Hyundai has recently run an extensive launch of the i30 model. We spoke to online manager An Vinh Ho at Hyundai Motor Norway.

What is the background to the campaign?
- The new i30 is the successor to its namesake, but is by no means a "light update". It is simply a completely new car. The car has a new design language, "fluidic sculpture", and comes with new features such as a hidden rear view camera, panoramic sunroof and LED daytime running lights. The new i30 is already one of our most important models, as it is in the Golf segment and has very broad appeal. This was fundamental to our media strategy," says Vinh Ho.

Broader target group
How is the campaign structured?
- "During planning, there were several things to consider, such as the C-segment buying group. This segment is very broad, and the target group can vary from young to newly established to older. This is because more and more people are offering cars such as 5-doors and station wagons in a price range that is adapted to several groups' wallets. Our focus was that customers would get a lot of car for their money. In addition to the sunroof, LED and hidden rear view camera, the car is also available with a multimedia navigation system with a 7" touchscreen.

We believe the new i30 can reach more target groups. Thus, it is important to specify the various features the car comes with, especially on the safety and environmental side. For example, CO2 emissions of only 97 g/km, which is the lowest in its class. The car is equipped with seven airbags, cruise control, rain sensor and flex steering driving mode, which allows the driver to choose between "city", "normal" and "sport".
This was the basis for the entire campaign planning: "How to present such a nice car to as many people as possible?" The choice fell on Dagbladet's channels, says Vinh Ho.

Heavy digital part
How is the campaign structured?
- The launch is in two parts, with a pre-launch that ran in Dagbladet 's channels. Here we were available on the web, mobile and tablet via banner and video. The material was designed so that the car was camouflaged, and you could only see parts of the car by dragging the mouse pointer over the image, while we also had a 10-second video spot showing a bit of the model.

For the actual launch, we removed the masking of the car so that it appeared in its entirety. We emphasized mass communication and a good marketing mix, as well as local activities at all Hyundai dealerships. We had received a lot of positive PR beforehand, which of course helped us to build awareness," says the online manager.

- "It was a natural choice for us to use Dagbladet as our media channel for the pre-launch due to their position in the market, digital surfaces and improved functionality on their website, and the cooperation between Dagbladet, our media agency and us has been impeccable," adds Vinh Ho.

Hairy targets
What are the targets?
- We're keeping the quantitative targets close to our chest, but there's no doubt that we have certain expectations for the car and are very excited about how the market will react to the new i30.

How has it gone so far?
- "So far, measurements on our digital platforms show that we have succeeded in arousing interest in the car, but there is still a long way to go before we reach our sales target, so for now we are taking it all in our stride," concludes An Vinh Ho at Hyundai Motor Norway with a sly smile.

Read more about the new i30 here.