With more people than ever avoiding the high-pressure of a car dealership environment, how does a brand communicate its key product features? According to Gravity Thinking, three out of every five car buyers are turning to digital search – YouTube research prevails, with many watching ‘car tour videos’. However, the majority of this content is very technical and difficult to understand.
Gravity Thinking, a London based digital communications agency, have created a series of films for Hyundai to re-establish the ‘car tour’ experience online.
Albert Einstein once said, “If you can't explain it to a six year old, you don't understand it yourself”. This became the basis of Gravity Thinking’s concept; to use kids to communicate the often detailed technical functionality and key benefits of the Hyundai range across design, quality and features therefore re-inventing the in car tour experience as a relatable, useful and original experience.
The campaign launched on Hyundai’s You Tube channel on July 27th, supported via a seeding plan across Facebook, Twitter, Instagram and LinkedIn.
Adam Nickson, head of brand strategy and communications at Hyundai Motor UK said: "It’s clear across the automotive industry that the role of the internet, and specifically social media, is beginning to replace some of those early visits to a local dealership to fact-find. We are seeing fewer customers coming in to the dealerships than before, but those who are visiting us are much more aware and knowledgeable about our cars than ever before and often have a clear idea of what they are looking for.
"With the Kids Car Tours series, we will provide that critical product information to customers at key moments in their purchase journey. However, rather than the functional feature based films we have seen many times before, we have taken a leaf out of Einstein’s book - letting children understand the simple benefits for themselves and replaying them back to us.”
Martyn Gooding, creative director at Gravity Thinking added: “We’re in the attention game, not the advertising game. If people don’t choose to spend time with our content, then the message is lost. With this in mind, we wanted to communicate the product features of the Hyundai range in a way that would be attention grabbing.
“The kids in the films bring together all these aspects: the humour and humanising approach that delivers the product features in a unique way and entertaining content that competes for consumers’ time rather than interrupts it.”
Gravity Thinking is a digital communications agency that works for clients including Hyundai, Glenfiddich Whisky, Hendrick’s Gin, Allianz, Disney, and The Body Shop.