Hyundai's latest limited edition model has hit the UK in time to commemorate the centenary of Ernest Shackleton’s heroic Trans-Antarctic journey of 1914-17. Earlier this year Patrick Bergel (Shackleton’s great-grandson) became the first explorer to successfully take a passenger car (an adapted Santa Fe) right across the south polar continent.
The 5,800 km journey of snow and ice across the South Pole was captured in a short film for Hyundai and is used as the basis for the creative of Hyundai's inspiring campaign. Taking advantage of cinema-goers' thirst for adventure Hyundai have bought Primespot, running against showings of Guardians of the Galaxy and King Arthur: Legend of the Sword using the entire cinema digital 6-sheet network, alongside on-screen cinema, beacons and digital 48-sheets.
Partnering with Adcity and Innocean, on the first UK OOH's three screen solution campaign (cinema on-screen advertising, foyer screens and beacon activity) Hyundai are taking full advantage of the high ABC1 numbers in OOH and cinema-going consumers, and the insight that OOH activity drives a +17% uplift in smartphone brand actions.*
With 67% of people leaving their Bluetooth turned on,** beacons allow brands to amplify their campaigns, delivering the right message, at the right time, to the right audience. And in an environment where people are 33% more alert,*** Hyundai's creative provides multiple touchpoints for consumers to access the Shackleton campaign, taking the adventure with them long after they've left the cinema.
For a full look at the story behind this limited edition model, visit your nearest cinema or the special Santa Fe Endurance website.
*Outsmart/Outperform 2016 **Proxama ***OMC