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HYUNDAI

Santro’s tall-boy design was a hit with the men, but women still shied away from it, going in for other alternatives.

Using Sharukh Khan’s image all the more helped in attracting the attention of the womenfolk followed by an exclusive campaign in women’s magazines.

Santro’s women buyers jumped to about 5% of the overall sales from almost level zero.

CLIENT Hyundai
BRAND Santro
Problem/ Opportunity Santro’s tall-boy design was a hit with the men, but women still shied away from it, going in for other alternatives.
Key Insight On conducting a survey among the TG, it was inferred women per se were paranoid when it comes to backing up or while parking at a specific slot.
Creative Idea/ Strategy Combining the various prevalent features in Santro such as, better all round view, easier maneuvering, greater clearance, etc., we made the Santro seem women-friendly.
Execution Using Sharukh Khan’s image all the more helped in attracting the attention of the womenfolk followed by an exclusive campaign in women’s magazines.
Result

Santro’s women buyers jumped to about 5% of the overall sales from almost level zero.

The success of the idea led the client to rope in a female celebrity to endorse Santro along with Sharukh Khan and also implement the campaign on a nationwide basis

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CLIENT Hyundai
BRAND Santro
Problem/ Opportunity A counter was needed to Maruti Suzuki’s deeper penetration into rural markets
Key Insight Lack of space resulted in lack of dealership/ ‘presence’ and hence penetration into interior India was limited
Creative Idea/ Strategy Operation Dirt Track – a way to have a mobile office or workspace that could be set up anywhere
Execution The special designing of a mobile kit which when dismantled could fit into the cramped space of a Santro’s boot. The structure could be put up anywhere, even in open spaces and could be erected by 2 persons in less than 5 minutes.
Result

The success of this operation encouraged all Hyundai dealers to extend this promotion even in urban towns by setting up these kiosks at all petrol stations.

The increased penetration and reach into interior areas resulted in a huge jump in sales of Santro vehicles other than building awareness of the brand “Hyundai” in all the 4 southern states as a result of “Operation Dirt Track”