- The brand was the first in the automotive sector to use Uber Trip’s data-driven advertising solutions to connect with a high purchase intent audience in urban environments.
- The campaign has been strategically approached and media activated by Havas Media with the objective of maximizing the visibility of the new Kona and reaching new qualitative audiences.
JULY 31, 2024 | MADRID – In an innovative move in the automotive industry, Hyundai, a benchmark company in the sector, has launched the second wave of its “Push Your Limits” campaign for the new Kona by integrating for the first time Uber’s advanced advertising solutions.
This strategic collaboration by Havas Media, a Havas Media Network media agency, allows the brand to connect with a high purchase intent audience at key moments, creating a unique opportunity for authentic cultural connection and the ability to make an impact through precisely targeted messaging.
The campaign focuses on the launch of the new Kona, a model that stands out for its bold design, larger size and cutting-edge technology. With features such as the Hyundai Digital Key, Advanced Driver Assistance Systems (ADAS), integrated LED lighting system and cloud-based updates (OTA), the new Kona represents an evolution in sustainable mobility.
Connecting with a qualitative audience
Leveraging Uber’s advertising capabilities, specifically Uber Trip, Hyundai has positioned its campaign in strategic locations within the app, with ads targeting consumers just before they make their bookings. This sponsored ad activation is enhanced with customized creative, special offers and additional extensions to maximize engagement and campaign effectiveness.
The integration with Uber Trip allows Hyundai to reach millions of users as they interact in the city, with geographic targeting capabilities, ensuring attention at moments of high relevance and increasing the likelihood of conversion. This collaboration not only maximizes the visibility of the new Kona, but also reinforces the campaign’s “Push your limits” message, inviting consumers to explore new frontiers of mobility.
Azucena Garcia, Media Development Manager at Havas Media, explains: “Integrating Uber into Hyundai’s media strategy has been another step in the evolution of its more avant-garde communication. Our goal is to find new partners and formats that allow us to continue connecting the brand with more qualitative and affinity audiences in maximum attention environments with 100% Share of Voice. The results have been positive, with creative exposure metrics of more than 6.8 minutes and a CTR of 2.71%”.
Inspiration and technology in a visual narrative
The campaign uses fantasy-filled visual storytelling to emotionally connect with Hyundai’s potential audience, asking “When did you stop believing that anything is possible?” This narrative reflects Hyundai’s commitment to innovation and progress, in line with its slogan “Progress for Humanity.” Through this campaign, Hyundai not only seeks to make the new Kona model visible, but also to inspire consumers to reconnect with their inner child and push their limits.
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