The challenge
In 2017, Hyundai Motor Company Australia was looking to launch its all new Kona model while driving awareness of other vehicles in its SUV range: the Tucson and the Santa Fe. However, the Kona was yet to arrive in the Australian market creating a unique challenge for Hyundai.
The execution
Network 10 created a bespoke partnership for Hyundai centred around The Bachelor Australia.
The Bachelor Australia is one of the most highly anticipated and talked about shows on television. Regularly number one in its timeslot, the program has a uniquely engaged audience that loves to consume, discuss and share everything they can about the show.
In order to harness the power of this engaged audience, the multifaceted campaign spanned broadcast and digital and culminated with a hugely successful consumer promotion.
In show, the Hyundai Tucson and Santa Fe were the official cars of the bachelor and his bachelorettes. Integrated billboards delivered key brand messages and a digital sponsorship of Tenplay ensured Hyundai reached the audience on every screen where The Bachelor Australia was consumed.
To get around the challenge of the Kona not yet being in the Australian market, Network 10 created an extensive consumer promotion. Housed on Tenplay, the promotion asked viewers to enter to win a Kona delivered by The Bachelor, Matty J, himself. Entries for the competition were driven through The Bachelor Australia, online at Tenplay and was via social media and women’s lifestyle platform Mamamia.
The results
By leveraging a sponsorship of The Bachelor Australia, Hyundai was able to reach 6.64 million Australians across the eight-week series.
The campaign increased awareness for multiple Hyundai models, particularly the new Hyundai Kona, with the consumer promotion generating 109,163 entries.
The competition also provided Hyundai with the chance to capture a database of 43,219 consumers to retarget with Kona-specific messaging and offers.
Overall, the sponsorship was a success with Hyundai choosing to partner with The Bachelor Australia again the following year.
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