A strong brand for a flagship Hyundai dealership
Sydney City Hyundai
The Opportunity
As a leading Toyota, Lexus and Volkswagen dealership in the Sutherland Shire of Sydney, Stewart Automotive Group commenced operating a new Hyundai dealership, whilst it was under construction. The challenge? Due to no physical presence to administer test drives, they needed to drive sales by visiting car buyers at their home.
THE MISSION
Sydney City Hyundai required the production of six separate creative asset categories to correlate with the target personas of its model range: one set of creatives for young families (Kona and Tucson), large families (Santa Fe and Palisade), single professionals (i30 Hatch and Sedan N), professional couples (Santa Fe and Sedan N), empty nesters (Kona, Kona EV and Tucson Hybrid) and also commercial vehicle buyers (Staria Load). These distinct asset categories would aid Sydney City Hyundai in minimising media spend wastage by aligning target audiences with the creative most likely to get traction and attention.
THE BACKSTORY
Operating without a brick and mortar location posed a significant hurdle in generating and nurturing leads. The absence of a physical location required an end-to-end digital approach to attract potential car buyers and brand awareness to establish trust in a competitive automotive market.
The Game Plan
Ignite Group leaned into Hyundai’s “Now You Can” master brand construct to disrupt the traditional car-buying experience in Sydney City Hyundai’s prime market area (PMA). The campaign emphasised innovative offerings like at-home test drives and the ability to “buy your car 100% online” by connecting with modern car buyers seeking convenience and simplicity.
To maximise impact, we developed a suite of eye-catching short form videos, with dynamic storytelling that showcased the vehicle’s features, functionality, and modern appeal.
Sydney City Hyundai launched their multi-platform marketing campaign through video, animated, static and carousel ads served across Catch-Up TV, Spotify, Meta, Google, TikTok and LinkedIn.
The RESULT
DELIVERABLES
Meta campaigns outperformed all previous lead generation ads on the platform, and underperforming models saw sales increases from specific buyer personas targeted for pilot dealers.
Campaign positioning & strategy
Digital ads
OEM compliance & reporting
Videography
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