案例简介：

案例简介：Why is this work relevant for Media? Launching any car successfully is difficult. And expensive. Especially in a niched vehicle category with a core audience demographic that hates being the target of overt marketing. Which made the opportunity to feature the all-new Hyundai Veloster in Ant-Man and the Wasp — a film with the same core millennial target audience — a welcomed, natural fit. We also used Ant-Man’s size-shifting superpower to inform our media buys and creative interpretations of them. Including tiny, ant-sized print ads placed in the white space between comic book frames, and ant-sized Hyundai cars used in scavenger hunt activations and TV spots. Background In the summer of 2018, Hyundai launched the all-new Veloster. Perfect timing for a partnership with Marvel Studios and their new film, Ant-Man and the Wasp, the highly-anticipated sequel that premiered in July. Sharing strikingly similar target audience demographics, Ant-Man and Veloster made a perfect cross-promotion match, leading to Hyundai’s big screen debut as the hero vehicle in the hit movie’s action-packed chase scene. With a cool twist. Just like Ant-Man, the Veloster could shrink and grow at will in a superhero-like way. To celebrate Hyundai’s huge moment in pop culture, we created the tiniest partnership in the world. Then generated the biggest impact possible with the most scalable campaign ever: the Hyundai “Ant-Ads” campaign. Describe the creative idea/insights (30% of vote) The ability to shrink and grow at will is Ant-Man’s superhero power. In Ant-Man and the Wasp, inanimate objects could be size-shifted as well. Including the Hyundai Veloster. Which allowed characters driving the car to blast into and out of scenes, shrinking and growing as needed to evade danger and escape pursuers. It made for crazy exciting action sequences. And an unexpected, yet totally relevant, core idea for our work. With license to adopt Ant-Man’s superhero powers, we applied size-shifting capability to our campaign, creating “ant-sized” messaging — tiny ads, activations, and integrations — that seemed to hide in plain sight. Searching for the ads created fun, entertaining interactions for consumers. And a deeper brand connection — fans felt like they’d entered an ant-sized universe. One that reinforced the “logic” of the Ant-Man storyline in a believable way, making the campaign feel like a natural extension of the movie. Describe the strategy (20% of vote) Recent market research found that 45 percent of the people who bought the original Veloster model bought another Hyundai as well. With the launch of the all-new Veloster, we wanted to leverage that “halo effect” on younger buyers, growing consumer loyalty among the vehicle’s core target — millennials skewing slightly male, with an affinity for excitement and individuality. The core audience for Ant-Man and the Wasp was strikingly similar: 15 to 30-year-olds, skewing slightly more male than female, who like Ant-Man’s narrative style, humor, supernatural occurrence, and action. They love the energetic, no-holds-barred attitude of the Marvel franchise. Exemplifying those same traits, the Veloster aligned perfectly with the mindset of millennial Ant-Man fans, who we sub-categorized into three groups: rabid comic book fans, die-hard Marvel Cinematic Universe fans, and general action movie fans. Focusing each execution on at least one group, every message prompted fans to visit HyundaiUSA.com. Describe the execution (20% of vote) Typically, integrating an automobile into any execution is expensive. Often idea-killing expensive. But with the creative license to shrink the Veloster down to a Hot Wheels size vehicle, we did exactly that — on a more affordable, toy car-sized budget. For the die-hard Marvel Cinematic fans, we hid 1,000 tiny, collectable Velosters around Los Angeles. Then using geo-tagged Instagram clues, we sent fans searching for the miniature muscle cars which also served as special-access tickets to the summer’s biggest premiere: Ant-Man and the Wasp. For rabid comic book fans, we took over the whitespace between the frames of their favorite comic books, placing tiny Ant-Man/Veloster ads in a media space we invented. For the broader market, we got microscopic and hid pixel-sized clues on HyundaiUSA.com that, once found, earned fans tickets to opening day shows around the country. We even hid ant-sized Velosters on the biggest stage: national TV commercials. List the results (30% of vote) All combined the “Ant-Ads” campaign grew Hyundai’s brand sentiment 77%. It generated 1.4 billion impressions, while increasing Hyundai social mentions 88%. All of which translated into quantifiable sales sheet ROI — actual dealership traffic increased 150%, leading to an amazing 10% YOY growth in Veloster sales. Ant-Man and the Wasp did all right, too. Premiering at #1 the week of its release, the movie went on to earn an 88% approval rating on Rotten Tomatoes. Ultimately, it grossed over $622 million worldwide, making it an exceptional Marvel Universe franchise for Hyundai to have partnered with, leading to exponentially more exposure for the Veloster launch than a traditional paid media campaign could generate.

ANT-ADS - The Tiniest Partnership in the World

案例简介：

ANT-ADS - The Tiniest Partnership in the World

案例简介：Why is this work relevant for Media? Launching any car successfully is difficult. And expensive. Especially in a niched vehicle category with a core audience demographic that hates being the target of overt marketing. Which made the opportunity to feature the all-new Hyundai Veloster in Ant-Man and the Wasp — a film with the same core millennial target audience — a welcomed, natural fit. We also used Ant-Man’s size-shifting superpower to inform our media buys and creative interpretations of them. Including tiny, ant-sized print ads placed in the white space between comic book frames, and ant-sized Hyundai cars used in scavenger hunt activations and TV spots. Background In the summer of 2018, Hyundai launched the all-new Veloster. Perfect timing for a partnership with Marvel Studios and their new film, Ant-Man and the Wasp, the highly-anticipated sequel that premiered in July. Sharing strikingly similar target audience demographics, Ant-Man and Veloster made a perfect cross-promotion match, leading to Hyundai’s big screen debut as the hero vehicle in the hit movie’s action-packed chase scene. With a cool twist. Just like Ant-Man, the Veloster could shrink and grow at will in a superhero-like way. To celebrate Hyundai’s huge moment in pop culture, we created the tiniest partnership in the world. Then generated the biggest impact possible with the most scalable campaign ever: the Hyundai “Ant-Ads” campaign. Describe the creative idea/insights (30% of vote) The ability to shrink and grow at will is Ant-Man’s superhero power. In Ant-Man and the Wasp, inanimate objects could be size-shifted as well. Including the Hyundai Veloster. Which allowed characters driving the car to blast into and out of scenes, shrinking and growing as needed to evade danger and escape pursuers. It made for crazy exciting action sequences. And an unexpected, yet totally relevant, core idea for our work. With license to adopt Ant-Man’s superhero powers, we applied size-shifting capability to our campaign, creating “ant-sized” messaging — tiny ads, activations, and integrations — that seemed to hide in plain sight. Searching for the ads created fun, entertaining interactions for consumers. And a deeper brand connection — fans felt like they’d entered an ant-sized universe. One that reinforced the “logic” of the Ant-Man storyline in a believable way, making the campaign feel like a natural extension of the movie. Describe the strategy (20% of vote) Recent market research found that 45 percent of the people who bought the original Veloster model bought another Hyundai as well. With the launch of the all-new Veloster, we wanted to leverage that “halo effect” on younger buyers, growing consumer loyalty among the vehicle’s core target — millennials skewing slightly male, with an affinity for excitement and individuality. The core audience for Ant-Man and the Wasp was strikingly similar: 15 to 30-year-olds, skewing slightly more male than female, who like Ant-Man’s narrative style, humor, supernatural occurrence, and action. They love the energetic, no-holds-barred attitude of the Marvel franchise. Exemplifying those same traits, the Veloster aligned perfectly with the mindset of millennial Ant-Man fans, who we sub-categorized into three groups: rabid comic book fans, die-hard Marvel Cinematic Universe fans, and general action movie fans. Focusing each execution on at least one group, every message prompted fans to visit HyundaiUSA.com. Describe the execution (20% of vote) Typically, integrating an automobile into any execution is expensive. Often idea-killing expensive. But with the creative license to shrink the Veloster down to a Hot Wheels size vehicle, we did exactly that — on a more affordable, toy car-sized budget. For the die-hard Marvel Cinematic fans, we hid 1,000 tiny, collectable Velosters around Los Angeles. Then using geo-tagged Instagram clues, we sent fans searching for the miniature muscle cars which also served as special-access tickets to the summer’s biggest premiere: Ant-Man and the Wasp. For rabid comic book fans, we took over the whitespace between the frames of their favorite comic books, placing tiny Ant-Man/Veloster ads in a media space we invented. For the broader market, we got microscopic and hid pixel-sized clues on HyundaiUSA.com that, once found, earned fans tickets to opening day shows around the country. We even hid ant-sized Velosters on the biggest stage: national TV commercials. List the results (30% of vote) All combined the “Ant-Ads” campaign grew Hyundai’s brand sentiment 77%. It generated 1.4 billion impressions, while increasing Hyundai social mentions 88%. All of which translated into quantifiable sales sheet ROI — actual dealership traffic increased 150%, leading to an amazing 10% YOY growth in Veloster sales. Ant-Man and the Wasp did all right, too. Premiering at #1 the week of its release, the movie went on to earn an 88% approval rating on Rotten Tomatoes. Ultimately, it grossed over $622 million worldwide, making it an exceptional Marvel Universe franchise for Hyundai to have partnered with, leading to exponentially more exposure for the Veloster launch than a traditional paid media campaign could generate.

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ANT-ADS - The Tiniest Partnership in the World

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