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.
The campaign has been shortlisted in The Drum's Creative Works here, where you can give it five stars (if you're so inclined).
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