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Hyundai goes big on OOH to promote Alcazar

15, March, 2021

Aarti Pahwa, New Delhi

The Hyundai Alcazar makes a global debut; the OOH campaign has been executed by Laqshya Media Group.

Introduction

There was a time when owning an SUV was a luxury. But with the advancing technology and growing demand, these large utility vehicles have overtaken the automotive market. Not just in India, but the market overseas, SUVs; huge, compact and subcompact are selling like crazy. Amidst this, here in India Hyundai is in the top league in delivering big vehicles to its customers. That said, with the generation change of the Hyundai Creta last year, the company has big plans of introducing a 6/7-seater SUV in this competitive market, the 'Alcazar'.

Running across 360-degree advertising channels, the communication strategy has also been taken to the OOH medium with an aim to promote the new car. In association with Laqshya Media, the brand strategically planned the media deployment for the campaign. The campaign is a teaser to announce the name - Hyundai ALCAZAR. It is a 30-day campaign in Delhi, Mumbai, Bangalore, Chennai and Hyderabad. The main aim was to announce the name with a bang and create curiosity in the mind of the TG for the new SUV model. The outdoor sites chosen for the campaign and innovations done were on large format medias only, to match with the grandness of ALCAZAR.

Laqshya's proprietary OOH Planning Tool, SHARP (Strategic Hyperlocal AI-aided Reach Planner) and experienced media planning team chose strategic sites to create maximum impact and create a buzz around the new launch. Special innovations were done on maximum sites which added to the visibility and created a lot of impact for the campaign. The concept was suggested by Innocean worldwide and executed by Laqshya Media.

Key Quotes

Sandeep Malhotra, AVP OOH, Innocean Worldwide India personally monitored the innovations. According to him, "This is the first time that Hyundai has gone ahead with an innovation led campaign on key locations across cities. The campaign has already garnered positive feedback from the industry, and we are certain that it will help HMIL reach its campaign objective for the new ALCAZAR."

Anushina Rajesh, AVP Client Services, Innocean Worldwide India explains, "In line with Hyundai marketing team's direction, the strategic intent with this phase of communication and the innovation was to arouse curiosity and keep the consumers' anticipation piqued for the arrival of this marvel called ALCAZAR."

Atul Shrivastava, CEO, Laqshya Media Group said, "The power of OOH is undisputable, especially for automobile launches which needs to make a lasting impact and arouse curiosity for the product. Hyundai has always leveraged the power of OOH media to reach their consumers. Traffic is also back to normal levels and this is the most opportune time to utilize the power of OOH. Laqshya is proud to execute this campaign for HMIL. The Laqshya team as always has executed this campaign brilliantly despite restrictions of limited lockdown and safety issues related to Covid. The impact has been felt well in the positive feedback we received from many people in the industry."

Past Experience of Laqshya Media

Tags :  Laqshya Media Hyundai ALCAZAR Innocean Worldwide Anushina Rajesh Sandeep Malhotra Atul Srivastava

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