On Aug. 8 Hyundai stopped by New York’s Financial District to offer consumers a first-hand look at the automaker’s first luxury performance sedan the Genesis. Visitors could hop in the passenger seat and take a spin with a professional driver on a special course located just off of Wall Street. (At larger events consumers take the wheel.) The event was held in conjunction with the annual Financial Community Day Festival.
The New York stop was a smaller activation of Hyundai’s $80 million integrated marketing campaign which includes sponsorships at prestige auto influencer events like last weekend’s Councours d’Elegance in Pebble Beach CA where Hyundai provided shuttle transportation to VIPs; consumer ride and drive events such as the event in New York as well as eight invitation-only events for existing Hyundai customers; and a grassroots initiative where Hyundai brand ambassadors head out with one vehicle prop up the hood and talk shop at small auto enthusiast car events across the country. The automaker is touring 15 U.S. cities over 17 weeks.
“[The live events] are critical to generating word of mouth for the product and the brand ” Kathy Faith national manager-experiential marketing at Hyundai told Buzz. “The product is a top performer and to experience it makes it very easy to come to some great conclusions about the product and the quality.”
In addition to the test drives at consumer events consumers can grab a Hyundai-themed energy drink and literature at a custom bar and explore the car’s features at a sliding flat panel display mounted in front of a full-scale multi-terrain background. As consumers slide the panel from a wet condition terrain to dry terrain a touch screen reveals unique features. At another kiosk consumers can push the ignition button (standard in the Genesis) and press a pedal with their foot to watch a side-by-side video comparison of a Mercedes and a Genesis in a race from zero to sixty miles per hour. At larger events the brand also brings out competitive products like Mercedes for test drivers.
“If I had bigger budgets I would have brought more competitive vehicles out there because it really takes on the best ” Faith said. “The Genesis is such an outstanding product that we believe it will have a halo effect on the brand in total.” Agency: Jack Morton Worldwide New York City.