Hyundai Venue 4-Second Car Reviews

Challenge

Data shows that people’s average online attention span is now a mere 4.1 seconds. Further, data also shows that over 73% of car buyers use online research and social media as their most primary, most trusted source of information when buying a car. Yet online automotive reviews were stuck in the past – longwinded articles aimed at car geeks, totally at odds with online consumer behaviour.

Idea

Tapping into the fact that people’s average online attention span is now just 4.1 seconds, we created the world’s shortest car reviews for the new Hyundai Venue.

The 4-Second Car Reviews series featured some 30 quirky, blink-and-you’ll-miss-them reviews from motoring ‘experts’ all lending their unique perspectives on the new ‘Absurdly Sensible’ Hyundai Venue. The campaign starred a dog, a cactus, a time traveller and a flat-earther to name but a few. Built around a sophisticated audience data analysis each one of our reviews related to a specific life stage and lifestyle theme for our audience and led back to a specific innovative feature of the Venue.

We also took a trip down memory lane, by also commissioning reviews from 6 of our target audiences favourite 90’s celebrities: Flava Flav, Dog The Bounty Hunter, Cory Feldman, Carson Cresley, Tori Spelling and Lance Bass. All delivered their 4-Second car reviews via a first-in-market social media use of the Cameo Celebrity app.

Results

The campaign broke every digital media benchmark Hyundai has across Facebook, Instagram and YouTube. With a small paid media budget of just $360,000, the campaign had over 6 million complete views with a staggering 48% view through rate – with half of all viewers watching through right to the end.  We tripled positive sentiment for Hyundai on social media and amongst our 45+ primary target, increased consideration of the Hyundai Venue by a jaw dropping 70%+. The campaign also smashed Hyundai’s online test-drive benchmark and produced the most successful launch for Hyundai in the Australian SUV market. The campaign has been viewed over 6 million times on YouTube alone so far and achieved In ROI terms, approximately $12million of sales were attributable to the campaign according to Hyundai data, all from a total investment of just under $650,000. On FB the reviews achieved double the typical level of ad recall - 12% versus a control group norm of just 6%. Our FB activity also showed a 68% increase in consideration for Hyundai Venue among our female primary target audience. For a small budget campaign aimed at generating noise and consideration in the small SUV market, it broke all category norms and with it, earned breakthrough results.