Hyundai | 4 Second Reviews

Mainstream car advertising hasn’t changed in years. But buying a car has, with punters undergoing a 24-step auto buying journey; before arriving at the final decision-making moment – independent car reviews. Data showed that over 73% of car buyers use online auto research and social media as their primary, most trusted source of information when buying a car. Yet online auto reviews were stuck in the past – long winded articles aimed squarely at car geeks; totally at odds with audience behaviour.

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With our research data showing that online attention spans are now just 4.1 seconds, we needed a new way to cut through. Using data to match different car features to our audience’s interests, like technology, safety and saving money, we created personalised content that entertained and informed in equal measure.

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Welcome to Hyundai Venue 4-Second Reviews. 30 blink-and-you’ll-miss-them car reviews, from a range of motoring ‘experts’ – including a dog, a time traveller, a flat earther and a cactus, to name a few, all lending their unique perspectives. We even got some noughties icons along for the ride, for affordable, cut-through celebrity street cred.

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We broke every digital benchmark and record Hyundai had, with the campaign totalling 6 million views. We tripled positive sentiment for Hyundai on social media. People swiped into our Instant Experience for over 4 minutes.

Consideration of the Hyundai Venue increased by 70%. But that’s not all. We drove over 12 million dollars of sales, from a total budget of $650,000 dollars – making it Hyundai’s  most successful launch ever in the SUV market.

This campaign was a GOLD Effie winner at the APAC Effie awards, and was one of only two automotive campaigns from around the world to be nominated for a Global 'best of the best' Effie awrd.

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🏆 GOLD Effie - APAC Effie Awards

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🏆 Finalist - Global Best of the Best Effies - Automotive

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🏆 Finalist - APG Creative Planning Awards - AWARD

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