HYUNDAI METRO BLOCK
Fairfax Media Case Study: Hyundai Metro Block
The Metro Block campaign allowed Hyundai to secure premium placements at key times throughout the day across all Fairfax Metro Media masthead platforms. Metro Block was a very effective advertising execution for Hyundai, with research showing that campaign recall levels were twice as high when exposed to multiple media when compared to online-only.
- Increase awareness levels of the Hyundai i30
- Drive brand consideration of the Hyundai i30 when next looking to purchase a car
- Drive purchase intention of the Hyundai i30
Monday 18th June 2012
A simultaneous capture of control/exposed sample was employed, and both control and exposed groups received a survey invitation one day after the Hyundai Metro Block campaign.
The Hyundai Metro Block was executed across key entry points to print, digital, tablet and mobile platforms in Fairfax Metro’s The Sydney Morning Herald and The Age including a half-page wrap in print; homepage placements across website, mobile & tablet; and key placements in Life & Style and the Entertainment sections including video ad execution. The Metro Block campaign allowed Hyundai to follow and communicate with our audiences, across the day, across each of our platforms in a Follow the Sun strategy.
- Exposure to multiple media drove higher results for most brand metrics. For example, for small car owners online only exposure drove a 15% point increase in brand consideration while exposure to additional media (print and or mobile / tablet) drove a further 5% point increase (up to 20% points in total).
- The campaign resonated particularly well with females, with exposure to advertising driving an 11% point increase in brand consideration and a 5% point increase in purchase intention.
- Campaign recall levels were twice as high when exposed to multiple media compared to online-only.
- More impactful placements such as ‘superhero’ drove higher brand scores.
- Exposure to multiple media drove higher results for most brand metrics