The purpose of this campaign is to enhance the intimacy with consumers by reinforcing an image of social corporate group. It is based on the survey results on the distance between high satisfaction of products and services of Hyundai Motor Group and psychological intimacy.

For this, we tried to create an opportunity to make consumers donate via cars as a category leading brand in the Korean automobile industry. We think of cars not only just as transportation vehicles, but as a messenger for delivering people’s dreams and hopes. This campaign, which gives cars to those in need when a mission is completed (100 comments a day on blog site, during 1-month period), made consumers interpret each meaning of Hyundai Motor Group’s cars by writing comments about various stories relating to the automobile. In addition, it allows Hyundai Motor Group to have an opportunity to be a life-time partner with consumers.

We found that the participants nourish their hopes and dreams via cars, such as a 70-year-old grandma named Cha who passed the driving test on her 960th attempt. As we introduced each participant’s story of why they need a car through TV commercials, we opened a blog to give a car as a present if 100 comments were written a day consistently by people.

We especially enhanced an active participation of consumers making the best use of SNS channels like blogs, Twitter and YouTube besides TVC, print and radio ads. Consumers, who hear the stories of people who need a car through SNS, left comments which were mainly supporting and encouarging messages towards them. Advertising through three mediums, TVC, print, and radio, induced the consumer to the blog with the touching the story of people who needed a car, and SNS channels also played a role in taking comments.

During the 2-month of campaign period, 570,000 people have visited our blog and 30,000 people left comments. It led to successful participation quintupling our goal of 100 comments a day. Based on the TNS survey result, our campaign was evaluated as being persuasive, and most of the responses indicated that the familiarity was the reason why consumers preferred our campaign. In particular, the form of contribution by participating which connected Hyundai and consumers, became a social issue by being focused on various media channels. In the case of Mrs. Cha Sa-Soon who received the gift-car through our campaign after her 690th attempt of driving license, her story was covered in the New York Times and Chicago Tribune and etc.