Spikes Asia

Kaun Banega Crorepati 15th Season - Co-Presented by Hyundai

HAVAS MEDIA, Gurgaon / HYUNDAI / 2024

Presentation Image
Case Film

Overview

Entries

Credits

Overview

Background

Situation:

Hyundai faced a significant challenge in India due to the prevalent preference among Indian consumers for locally-made cars. The "Made in India" sentiment was strong, presenting Hyundai with an obstacle to overcome. To address this perception, Hyundai embarked on a strategic journey focused on localization and community engagement.

Brief:

The communication goal was to reinforce Hyundai’s purpose as the foremost smart mobility solutions provider by reaching out to audiences through smart and innovative ways, thereby touching their lives in a meaningful manner.

Objectives:

The objective was to seek an association that would enable Hyundai to fulfill its brand purpose of "Progress for humanity" by amplifying its message of positive societal impact. Hyundai aimed to deepen customer affinity while showcasing its commitment to uplifting communities and contributing to societal betterment. Association through which Hyundai can connect & build a stronger connection with Indian consumers.

Idea

Most people would love to be a part of the show in any capacity. Even if not as the participant. So, Hyundai Motor’s went into all the four directions across India and gave a chance to a random person in a random city to ask a question to the audience sitting on the show.

This happened for the first time that other than Mr. Bachchan, a common Indian got a chance to ask Desh ka sawaal (To ask a question on behalf of the whole nation). The winners with the right answer in the minimum time (Fastest Finger First) received a special Hyundai Gift Hamper from Mr. Amitabh Bachchan himself. The global icon that has ruled the Indian Film Industry for decades engaging one directly was a particular high-point for the winner.

Strategy

Lots of brands join hands with Kaun Banega Crorepati through advertising spots and branding. But we wanted to do something disruptive. We wanted to be a part of the show rather than just advertise in it. We wanted to show the people that we stand together with them in their journey towards success. Which is exactly what we did. By involving the audience with the show and rewarding a participant’s performance throughout the game.

Execution

We entrusted the power of questioning to the citizens of India through "Desh Ka Sawaal" (The Nation’s Question). Ordinary Indians had the chance to step onto the television stage and pose questions concerning a progressive India. For the first time on KBC, the studio audience was invited to engage and respond to these questions, with the opportunity to win an exclusive Hyundai gift hamper. This initiative fosters dialogue and empowers individuals to actively shape the nation's trajectory towards progress.

Hyundai integrated into the game show, with Mr. Bachchan explaining the Money Tree Rule to contestants. Winners of 1 Crore receive a Hyundai Exter/i20, while winners of 7 Crores get a Hyundai Verna. Mr. Bachchan presents the car keys on-screen, along with a congratulatory message from Hyundai Official. Additionally, branded elements like Branded Slate, Aston Bands, and Coming Up Window were featured across 100 episodes during ad breaks and brand moments.

Outcome

The association garnered unprecedented mileage and PR buzz. Hyundai saw a major uplift across key brand metrics such as Brand Searches. Brands like Hyundai Exter, i20 & Verna, which were seamlessly integrated into the fabric of the show saw a more than 100% increase in brand searches during the integration episodes. Association created great brand conversations & visibility through sustained presence on television for 5 months covering the festive season.

KBC - 100 Episodes - 20 Weeks – telecasted on Sony TV SD + HD garnering a reach of 10.9 million SD + HD on our TG of 22-40 M AB in India Urban Market.

On Social Media chatter, Hyundai had 48% Positive mentions & 49% Neutral mentions.

Garnered :

Reach: 3,191,664

Impressions: 3,228,573

Engagement: 15,682

Views: 144,818

Similar Campaigns

12 items

Peter Schreyer's "Roots And Wings"

INNOCEAN BERLIN

Peter Schreyer's "Roots And Wings"

2022, HYUNDAI

(opens in a new tab)