Hyundai Genesis Event Marketing Case Study

The Challenge
As part of Hyundai’s first luxury vehicle launch in the U.S. market, the company staged multi-faceted consumer ride and drive events. The events showcased how the Hyundai luxury sedan, Genesis, stacked-up against established luxury brands such as BMW, Cadillac and Mercedes. Hyundai and its Agency of Record (Jack Morton) needed a turnkey solution that identified qualified individuals (such as owners of other high-end luxury brands) and motivated them to attend a test drive event.
The Solution
ICS’s solution included:
  • Strategic list recommendations and list brokerage services
  • Data modeling and data qualifying
  • Market analytics and forecasts
  • Direct mail and email creative services
  • Printing and mailing services
  • Email deployment and management services
  • Ride and Drive Reservation/Enrollment – MarketSmart Enrollment portal development and Web site hosting
  • Back-end analytics
The Results
The Agency of Record managed the national advertising and the ride and drive event logistics. ICS used the above solution elements to identify qualified prospects and then communicate to and motivate them to schedule a test drive. ICS exceeded all sign-up goals. Plus, ICS executed the entire campaign in a one month timeframe – from concept development to the first event. Hyundai’s Ride and Drive was a dynamic program, launching Hyundai’s high-end luxury vehicle into a segment dominated by well-established brands. ICS’s direct marketing experience was critical to the overall program’s success.