Auto Expo 2012: From on-ground to online: Hyundai's mantra
Arvind Saxena, director and board member, marketing and sales, elaborates on Hyundai's digital campaign at the Expo and more
Jan 06, 2012 03:12:00 PM | Article | Raahil Chopra
Hyundai's zone at the Auto Expo 2012 gave visitors an interactive experience in digital media. The stalls at the zone enabled visitors to update his/her wall with posts and pictures on a real time basis on their Facebook and email IDs using RFID cards. Once a user of the RFID card would like a car at the Expo, a link would appear on his Facebook page along with the Indian TVC and a note about the car.
Commenting on this campaign and Hyundai's work across the digital sector, Arvind Saxena, director and board member, marketing and sales, said, "We have been very active on social media because we have seen a trend of younger car consumers in the country. So we extended that to our stall this time. For every display we've put up sensing machines where people can put up their comments on Facebook and Twitter. The social media platform is a language that youngsters understand today and they are more vocal about their likes and dislikes. This gives like minded people a good feedback on our products."
Hyundai also has long running associations with the ICC for all their tournaments, FIFA and Bollywood (through Shah Rukh Khan). Commenting on their tie-ups with sports and Bollywood, Saxena said, "Our association with cricket is very important for the brand because this gives an opportunity to be associated with the youth of the county. Across the youth and any other age two things drive India; cricket and Bollywood. Incidentally we are active in both of them. SRK and Hyundai have been together since we launched in India. We also have tie-ups with FIFA, The Australian Open and the Super Bowl. These give us the best opportunities to connect with people."
At the Auto Expo, Hyundai launched two new cars for the Indian market, the Sonata and the Hexa Space.
The new Sonata's design is based on the same fluidic design, Hyundai used for the Verna.
On their fluidic design, Saxena said, "We are lending an identity to all our products with the common Fluidic design that makes us a big family. The Indian has taken to this design really well."
The new Sonata will be launched in the Indian market in February 2012 and will be followed by the launch of the Hexa Space.