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Hyundai MSN Oscars Final Report FINAL [Repaired]

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Hyundai MSN Oscars Final Report FINAL [Repaired]

  1. 1. Final Report: MSN Guide to the 2003 Academy Awards sponsored by Hyundai Presented by Mike Schlegel MSN 5/11/03
  2. 2. Hyundai Strategy as sponsor of the MSN Guide to the 2003 Academy Awards • Effectively promotes the Hyundai brand and models: • Promotes Hyundai's only product launch of 2003 XG350, as well as the Santa Fe and Tiburon • XG350 launches at the same time as Oscars • Academy Awards tie-in is complimentary to the Hyundai “Win” initiative • Builds aspriational brand image by associating Hyundai with: • Academy Awards (without having to pay for official Oscars rights fees) • MSN/Microsoft brand • Access Hollywood, the MSN Entertainment partner publisher that will provide some editorial for the MSN Academy Awards Guide • Leverages the massive power of MSN network by cross-promoting across multiple “best-of-breed” MSN properties: • MSN.com (http://www.MSN.com) • Access Hollywood (http://www.AccessHollywood.com) • MSN Autos (http://autos.msn.com) • Provides direct marketing opportunities via sweeps/contest data capture (ie – leads) • Allows for cross-media enhancements via traditional media, which can drive consumers to the online sponsorship and contest.
  3. 3. Hyundai Strategy as sponsor of the MSN Guide to the 2003 Academy Awards (continued) Package includes: • MSN Entertainment Channel exclusive sponsorship of the MSN Guide to the 2003 Academy Awards With cross-promotion of the sponsorship on: • MSN Home Page: The exclusive “Keystone” for 1 day, the most prominent, visible and effective advertisement within the entire MSN Network, providing broad reach • MSN Entertainment Home Page: “Over-The-Page” Eyeblaster ad • MSN Autos Home Page: Launch Pad package and Special Vehicle Page • Supporting media on MSN Autos, MSN Entertainment, and www.AccessHollywood.com
  4. 4. Screen Shots of Hyundai’s sponsorship of the MSN Guide to the 2003 Academy Awards on MSN Entertainment
  5. 5. MSN Academy Awards Guide homepage
  6. 6. MSN Academy Awards Guide article page
  7. 7. Hyundai Eyeblaster ad in the MSN Academy Awards Guide
  8. 8. Step 1: Launch Pad homepage unit Step 2: Advertorial Page (Click-through) MSN Autos New Car Launch Pad sponsorship Launch Pad homepage unit linked to the XG350 SVP Page on MSN Autos Hyundai XG350 SVP Page
  9. 9. MSN.com Keystone & Small Banner 3/17
  10. 10. MSN.com Keystone & Small Banner 3/19
  11. 11. MSN.com Keystone & Small Banner 4/7
  12. 12. Screen shots of MSN editorial placements that promoted Hyundai’s sponsorship of the MSN Guide to the 2003 Academy Awards on MSN Entertainment
  13. 13. advantage.msn.com MSN.com homepage Monday, March 24 (the day after the Academy Awards) Top link and bottom link point to Hyundai campaign elements Link to a Hyundai- sponsored Oscars article page on MSN Entertainment Link to Stars in Your Eyes Sweepstakes on HyundaiUSA.com
  14. 14. advantage.msn.com MSN.com editorial
  15. 15. advantage.msn.com MSN.com Channel and editorial links
  16. 16. advantage.msn.com MSN Entertainment homepage
  17. 17. advantage.msn.com MSNBC.com Entertainment & Arts channel editorial
  18. 18. advantage.msn.com Hotmail sign-in screen
  19. 19. advantage.msn.com MSN8 Browser used by 9 million MSN8 subscribers -- “Oscar Guide” drop down menu link. Went live on 3/20 through 4/1.
  20. 20. advantage.msn.com MSN8 “MSN Today” (Pops up one time each day for all 9 million MSN8 subscribers)
  21. 21. Ad Delivery Report: $175k OVER DELIVERY! (Over delivery does not include added value placements, and is just based on paid placements.)
  22. 22. AdIndex 3rd Party Online Ad Effectiveness Research Highlights: Key Findings (see separate final research report for complete data on study findings) Helped position Hyundai as an “aspirational” brand based on: The campaign was most effective among: Higher income respondents Respondents who plan on spending $25,000 or more on a car College graduates The following lifts in: Unaided brand awareness: 68% Sponsorship association: 148% Brand favorability: 13% MarketNorms online ad campaigns in the auto category average only a 1% lift in brand favorability, so this was a remarkable lift. Is one of the best automotive manufacturers: 29% Purchase consideration: 16% MarketNorms online ad campaigns in the auto category average only a 3% lift in purchase consideration, so this was a remarkable lift. The campaign outperformed MarketNorms in all of the metrics tested In-market respondents were heavily influenced by the campaign in that the visuals of product, focused offering and sponsorship messages seemed to make the most impression on respondents that are in the market to purchase a new vehicle
  23. 23. AdIndex 3rd Party Online Ad Effectiveness Research Highlights: Overall Metrics (All Respondents) *Statistically significant difference between control and exposed group at a 90% confidence level Lift = (Exposed- Control)/Control • Campaign overall generated significant increases among all respondents in all Hyundai- related brand metrics • Also significant increases occurred in Product Awareness for the XG350 model • Excellent increase in unaided Brand Awareness for Hyundai indicating the brand is top of mind after the campaign Control Exposed Difference Lift *Unaided Brand Awareness 17.5% 25.7% 8.2 46.8% *Online Ad Awareness 16.7% 35.7% 18.9 113.2% *Sponsorship Association 11.8% 29.2% 17.4 148.4% Hyundai Model Awareness {Tiburon} 55.8% 58.1% 2.4 4.2% Hyundai Model Awareness {Santa Fe} 64.3% 65.6% 1.3 2.0% *Hyundai Model Awareness {XG350} 17.9% 22.4% 4.5 24.9% *Brand Favorability 27.1% 30.7% 3.6 13.2% *Purchase Consideration 19.9% 23.3% 3.3 16.8% *Makes vehicles that are distinctively styled 40.0% 45.3% 5.3 13.2% *Makes your type of vehicles 24.7% 31.7% 7.0 28.5% *Sponsors Academy Awards related content 10.4% 21.5% 11.2 107.9% *Has great sweepstakes offers 9.0% 19.3% 10.4 115.7% *Is one of the best automotive manufacturers 14.9% 19.3% 4.3 29.0% Sample Size 502 1500
  24. 24. 47% 13% 18% 113% 30%33% 148% 62% 44% 13% 1% 5% 17% 3% 6% 0% 100% 200% Unaided B rand A wareness Online A d A wareness Spo nso rship A sso ciatio n B rand F avo rability P urchase C o nsideratio n / Intent Hyundai MarketNorms Automotives MarketNorms* AdIndex 3rd Party Online Ad Effectiveness Research Highlights: All respondents vs. MarketNorms RelativeDifference(Lift) *MarketNorms (Q4/02): n= 712,481 overall Lift = (Exposed-Control)/Control • Hyundai campaign outperformed both overall MarketNorms* and Automotive MarketNorms for all metrics
  25. 25. There was a substantial increase in the number of consumers that requested an MSN Autos- qualified Hyundai dealer to contact them for specific Hyundai models (AutoVantage/AutoNation is the MSN Autos dealer distribution partner) Percentage lift in average daily leads between: January 1 – March 2 (two months leading up to the campaign) vs March 2 – April 19 (approx dates of the campaign, 3/1 – 4/21) All Hyundai models: 18% increase in leads through MSN Autos NCBS during campaign XG350 = 105% increase in leads through MSN Autos NCBS during campaign Leads Captured within MSN Autos “New Car Buying Service” (NCBS) Lead Funnel
  26. 26. Record traffic to www.HyundaiUSA.com

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