Hyundai’s Innovative Data Capture Solutions Capture Customer Data and Sales Leads at Canadian Autoshow Circuit

Client: Hyundai Auto Canada Corp.

Hyundai Canada introduced its first vehicle in Canada 25 years ago. During these past years, Hyundai has grown from one model to a full product offering of 12 vehicles ranging from small cars to SUVs, and lately including luxury class to its product line. Hyundai products offer the quality, value, safety and styling that Canadian expects and deserves from a world class company such as Hyundai.

Campaign: “2009 Auto Show Circuit”

Objectives:

Integrate digital marketing for interactive brand engagement

Build database of people who have interacted with the brand

Develop qualified leads for post-show communication

Aggregate, measure and report all interactions for success metrics

Prm (prospect relationship management) Modules:

Touch Screen Kiosk - prmTouch

Portable Touch Screen - prmPortable

Text Messaging - prmText

Bluetooth - prmBlue

Dynamic Signage - prmDynamic

Microsite - prmWeb

Campaign Overview:

3 Tier Logic debuted its digital media showroom at the Hyundai exhibit for the 2009 Canadian Auto Show circuit. Throughout major Canadian cities, auto show attendees interacted with the Hyundai brand through multiple digital mediums encouraged to increase excitement about specific Hyundai products and capture customer and prospect data.

Visitors were surrounded in a dynamic environment of media-rich content accessible through touch screen kiosks, portable touch screens facilitated by the Customer Service Representatives , text messaging, Bluetooth downloads and digital signage.

The touch screen kiosks featured the 2009 award winning Genesis vehicle and a contest entry form to entice participants to establish dialogue with Hyundai. Participants were encouraged to provide information about themselves, their model preference, and the options of scheduling a test drive, requesting a brochure, and receiving additional information from Hyundai.

Customer Service Representatives and brand ambassadors utilized iPod Touch units to aid in the deployment of dynamic information and capture information of qualified leads. Furthermore, they enhanced the customer experience by entering participants into the grand prize contest

Text messaging “calls to action” were featured on in-venue print and digital signage and postcards distributed by the brand ambassadors to “Text HYUNDAI to 889988 to win 1 of 25 XM Satellite Radio Prize Packs.” As a low barrier form of brand interaction, all text message participants also receive a WAP link, a webpage accessible by the mobile phone, to learn more about the vehicle line up and autoshow events.

As a key differentiator from the other exhibits, Hyundai created a Bluetooth zone intended to create a buzz over the brand. Visitors received permission-based requests from Hyundai on their mobile phone, for a free Hyundai wallpaper, as they passed through pre-set zones.

Dynamic signs captured visitors’ attention from a distance, yet also featured text message “calls to action” embedded within the content to encourage in-booth visitors to participate in the mobile component of the promotion.

Lastly, the Hyundai microsite was used for data capture in pre-show marketing, during the auto show and in follow-up communication. All data capture content for the show was accessible online allowing Hyundai to gather maximum consumer information.