Hyundai turns to crowds for brand building

Written by Lalitha Srinivasan | Ashish Sinha | Mumbai/New Delhi | Updated: Mar 3 2013, 09:29am hrs
Using the concept of crowd sourcing in the television commercial space for four-wheelers for the first time, Hyundai Motor India Ltd (HMIL) is set to roll out the TV campaign of its leading car brand, Hyundai i10, featuring brand ambassador Shah Rukh Khan. A brainchild of Innocean Worldwide, the in-house creative agency of HMIL, the crowd sourcing concept by Hyundai seeks to select ideas from the over 60,000 responses sent in by viewers to create a TV ad campaign, said Vivek Srivastava, joint managing director, Innocean.

Simply put, crowd sourcing involves the power of a large number of people in making things happen. In recent years, the crowd sourcing concept in television advertising has been used for FMCG brands like Maggie, Ariel, Frito Lays, and Vodafone, among others.

For Hyundais i10 car, the concept involves a two-part television commercial featuring Shah Rukh Khan. In the first part, which was recently aired, Khan invites viewers to send in their story ideas for Hyundai i10s next TV commercial. In the next part, currently under wraps by Innocean, one idea will be the winner. As a reward, the winner will feature in the TV commercial of Hyundai i10 ad with king Khan himself.

From concept to its creation and roll out, it is a 100% in-house effort of team Innocean. We wanted to leverage two simple facts one, Indians love to give free advice, and second, everyone loves Bollywood and acting. Finally, there will be one winner, Srivastava told FE.

On the companys new ad initiative, Nalin Kapoor, group head-marketing, HMIL, said the companys core strategy was to use the concept to drive consumer engagement and association to build its new brand. This campaign is a first-of-its-kind in this category. Our objective is to use this concept to reach out to HMILs existing customers (around 12 lakh) and to woo new clients, he said. Kapoor said 60,000 entries have been received through various media platforms, including SMS and video/audio clips, in a span of four weeks.

Last year, FMCG major Procter & Gamble India had launched an aggressive consumer engagement programme for its flagship brand Ariel, titled My Story. My Ariel. Through this initiative, P&G had invited consumers to share their garment stories via the Ariel India Facebook page and P&G Ariel website.

Leveraging the insight that certain clothes have a special meaning for the owners and Ariels role in keeping those clothes special, the campaign resulted in high engagement and recall across touch points, said a company spokesperson from P&G.

Increasingly, Indian corporates are looking at new ways and means to connect with consumers. Consumers love to be a part of product advertising. You may not get a great script, but you can connect with your target audience with this move, said Rajiv Rao, national creative director at Ogilvy &Mather India, the man behind the Vodafone ad campaigns.

There are similar examples for Nestles Maggie in which Amitabh Bachchan asked viewers to send in their favourite story involving Maggie, some of which were later converted into TV ads.