Scribd Logo
Upload

Welcome to Scribd!

  • 17 views

    Advertising Project: Hyundai I10 Transformed-Ad Campaign

    Uploaded by

    Prasanth Kumar
    The document summarizes an advertising campaign for the Hyundai i10 car in India. [1] The target audience was youth aged 18-30 throughout India, especially those in IT, BPO, and upper middle class. [2] The creative strategy highlighted that the i10 would have its world premiere launch in India rather than Europe. [3] The multi-pronged media strategy included TV, radio, print, outdoor events, and showroom promotions to raise awareness of the new product.

    Copyright:

    © All Rights Reserved
    Download as DOC, PDF, TXT or read online from Scribd
    Flag for inappropriate content

    Advertising Project: Hyundai I10 Transformed-Ad Campaign

    Uploaded by

    Prasanth Kumar
    17 views3 pages
    The document summarizes an advertising campaign for the Hyundai i10 car in India. [1] The target audience was youth aged 18-30 throughout India, especially those in IT, BPO, and upper middle class. [2] The creative strategy highlighted that the i10 would have its world premiere launch in India rather than Europe. [3] The multi-pronged media strategy included TV, radio, print, outdoor events, and showroom promotions to raise awareness of the new product.

    Original Description:

    gsdg

    Original Title

    2

    Copyright

    © © All Rights Reserved

    Available Formats

    DOC, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document
    The document summarizes an advertising campaign for the Hyundai i10 car in India. [1] The target audience was youth aged 18-30 throughout India, especially those in IT, BPO, and upper middle class. [2] The creative strategy highlighted that the i10 would have its world premiere launch in India rather than Europe. [3] The multi-pronged media strategy included TV, radio, print, outdoor events, and showroom promotions to raise awareness of the new product.

    Copyright:

    © All Rights Reserved
    Download as DOC, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as doc, pdf, or txt
    17 views3 pages

    Advertising Project: Hyundai I10 Transformed-Ad Campaign

    Uploaded by

    Prasanth Kumar
    The document summarizes an advertising campaign for the Hyundai i10 car in India. [1] The target audience was youth aged 18-30 throughout India, especially those in IT, BPO, and upper middle class. [2] The creative strategy highlighted that the i10 would have its world premiere launch in India rather than Europe. [3] The multi-pronged media strategy included TV, radio, print, outdoor events, and showroom promotions to raise awareness of the new product.

    Copyright:

    © All Rights Reserved
    Download as DOC, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as doc, pdf, or txt
    of 3

    Advertising Project

    REPORT
    Hyundai i10 Transformed- Ad campaign

    TARGET AUDIENCE

    Geographical- the target has been the entire country with no specific cities
    embattled. The same advertisement campaign has been used all throughout the
    country.
    Demographic- the target has been the youth of the country. The targeted age
    group has been from 18 to 30 years.
    Psychographic- it has targeted the new economy businesses like the IT and the
    BPO sector
    Behavioral- it targets either singles or young couples without children, it targets
    the style conscious and innovative individuals it is for the early adopters that is
    the people who get on to the new technology first. It targets the upper middle
    class youth (with an income of above Rs. 3.5 Lac annually).

    CREATIVE STRATEGY

    The world premiere of the car was done in India.


    Usually these cars are launched in Europe at the auto shows, but this was one of
    the only cars launched in India. This was an informative advertisement.
    The main message of the i10 launch ad was to inform customers in an interesting
    manner, how a car is being launched in India first, and not anywhere else in the
    world, as it usually is. The creative concept they worked on was 'world premiere'.

    MEDIA STRATEGY

    1
    The media strategy was 2 pronged:
    1. Above the line:
    Through a channel mix targeting core group youth. A channel mix comprising all
    main TV channels including news, entertainment, music, movies like Star Network
    (Star Plus, Star One, Star News), Zee TV, Sony Network etc. were selected on the
    basis of affinity, time spent & loyalty. Sponsorships were taken to add to the
    visibility of the brand.
    Outdoor events were sponsored by i10 to raise the awareness of the product
    amongst the target audience. A competition sponsored by i10 was on 92.7 BIG FM.
    Ads were also put on the print media in newspapers like The Times of India, The
    Hindustan Times etc., magazines like Autocar, Overdrive etc.

    2. Below the line

    Posters and danglers were used to raise awareness. Activities were conducted in
    the showroom as well. The activities conducted in the showrooms were mainly
    around test drives, and to encourage people to check out the car. They did a
    promotion called 'Win the i', where customers could win exciting prizes, including
    an i10.

    MEDIA
    List all media used in this campaign

    Television Trade/ Professional Magazine


    Point-of-Purchase Radio
    Consumer Magazine Newspaper
    Public Relations Sales Promotion

    BUDGET

    2
    As the above figure shows the budget was divided into 2 phases:
    Launch and,
    Post launch
    Approximately 22crores were spent during the launch phase and then
    later on approximately 15 crores were spent during the launch phase.
    Production cost was 1.2 crores

    BRAND TRACK REPORT

    Inocean advertising evaluates their result on the basis of a report called the brand
    track report.
    The company maintains a report which is called the brand track it is reported
    every quarter its divided into three categories.

    1. The pre testing stage consists of the top ten reasons for the person to
    choose a brand.
    2. Brand dynamics- this emphasises on the strength of our brand and the other
    brands in the category, and also as to why is our brand being chosen.
    3. Communication strategy- Its proven recall. Recall of the ad done for only
    Tv and Print, and also as to which media we saw the ad. It is not done for
    the internet.

    You might also like