Car buyers were avoiding dealerships and researching online, where most in-car tours were technical and hard to follow. Vivaldi Group challenged a Hyundai dealer, Steve, to give in-car tours of the i20, i40, Santa Fe and Tucson to an unusual audience: young children. Kid's Car Tours passed one million views and delivered a 677% uplift in brand interest, Hyundai's most successful in-car tour to date, and pushed other car brands away from dry technical content.
The negative associations of car buying kept people away from dealerships; they preferred to do their research online, where the information was often boring and hard to understand. Hyundai asked Vivaldi for an in-car tour that people would actually want to watch.
Vivaldi challenged one of Hyundai's dealers, Steve, to take a different kind of audience on an in-car tour of the i20, i40, Santa Fe and Tucson. The audience was young children, and Steve's explanations for them created a tour that inspired child-like wonder in consumers as well as in its curious young VIPs.
Kid's Car Tours passed one million views and produced a 677% uplift in brand interest, making it Hyundai's most successful in-car tour ever. It also inspired other car brands to move away from mundane technical content.
| Kunde | Hyundai Motor Company |
|---|---|
| Industrie | Automobilindustrie |
| Models featured | Hyundai i20, i40, Santa Fe and Tucson |
| Ziel | An in-car tour that people want to watch, replacing dry technical content |
| Vivaldi Geltungsbereich | Campaign idea, content production, digital distribution (marketing strategy and acceleration, social and digital marketing) |
| Ergebnis | 1 million+ views; 677% uplift in brand interest; Hyundai’s most successful in-car tour |
People actively put off going to dealerships and preferred to do their research online. The trouble was that most of what they found online, model walkarounds and specification tours, was boring and difficult to understand, so it did little to move anyone closer to a test drive.
Hyundai did not need more information about its cars on the internet. It needed an in-car tour that people would choose to watch and share, one that explained the cars in a way anyone could follow.
Vivaldi challenged Hyundai dealer Steve to tour the i20, i40, Santa Fe and Tucson with a group of young children. Explaining features to kids forced plain language, curiosity and humor into a format that is usually a list of specifications, and the children’s questions did the work that a script could not.
The result was content that adults watched for its own sake and that still showed the cars in detail. The thinking behind it is set out in Vivaldi’s guide to aligning brand marketing strategy with growth.
"Wenn du es einem Sechsjährigen nicht erklären kannst, dann verstehst du es selbst nicht."
Hyundai engaged Vivaldi to make the in-car tour, a staple of online car research, into content people actually wanted to watch. Vivaldi’s Kid’s Car Tours had a Hyundai dealer explain the i20, i40, Santa Fe and Tucson to young children, and the campaign passed one million views and delivered a 677% uplift in brand interest, Hyundai’s most successful in-car tour to date.
Hyundai Motor Company is a South Korean automaker headquartered in Seoul and one of the world’s largest car manufacturers by volume, selling passenger cars and SUVs, including the i20, i40, Santa Fe and Tucson, in markets worldwide.
More than one million views and a 677% uplift in brand interest, making it Hyundai’s most successful in-car tour ever. Vivaldi’s campaign had a Hyundai dealer explain the i20, i40, Santa Fe and Tucson to young children, which turned a dry format into content people chose to watch.
Because explaining a car to a six-year-old forces plain language and curiosity into a format that is usually a list of specifications. The children’s questions made the features understandable to every viewer, and the format made the content worth watching and sharing.
Because they reproduce the dealership walkaround as a technical script, which is exactly the experience buyers are trying to avoid by researching online. Content that people find boring or hard to understand does little to move them toward a test drive, however accurate it is.
That the format of product content matters as much as the information in it. A familiar format told from an unexpected point of view can make a car’s features clearer and lift brand interest dramatically, as the 677% uplift shows, without changing what is being explained.