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Key Results of the Campaign
- SMS Campaign Size 3,89,138
- Unique Video Played 38,772
- CTR 10%
- SMS Campaign Size 12,510(32%)
Hyundai Motors India, a subsidiary of Hyundai Motor Company of South Korea came to India in 1996. There was one objective, to make new possibilities for the Indian customers. Hyundai, despite being a total newcomer in the countrys auto-bazaar, became the one to challenge the decade-old undisputed supremacy of other car manufacturers in the field of passenger cars.
Presently, Hyundai owns two state-of-the-art manufacturing facilities in India located near Chennai with a combined annual production capacity of 6,30,000 units. To ensure maintaining the quality and technology standards, the Korean auto-giant has established a new-age multi-million dollar R&D center in the cyber city of Hyderabad. Maintenance of service quality standards for the innumerable buyers of Hyundai cars in Indiais one of the strong key areas that the corporation always cater to.
Increasing engagement with existing customers
When the car manufacturers in India were all going through a lean phase, specially post-Covid 19, Hyundai was constantly striving to bring in a unique unmatched experience for its customers.
They wanted to convince the existing Hyundai Santro, i10 or Grand i10 customers to upgrade their cars to the newly launched Hyundai Aura.The company wanted to make these customers book a test drive or contact the company helpline number in hordes. The main objective was to engage customers and attract maximum car bookings post pandemic.
VSPAGY suggested that hyper personalised, interactive videos need to be shared with the customers via SMS.
To make a one-to-one customer connect, every individual customerís name and his/her existing car registration number were used in the personalised SMSes.
VSPAGY ensured that each video is personalised in the customerís name and the existing car registration number to add personal touch. Multiple points of interactions like over all 360 degree view of the car Ė interior, exterior, colour options etc. could be viewed in the personalized video.
Other interactive call-to-actions included test drive booking, calling a call center agent, click to buy among others.
Personal Video Nets Positive Results
With the relatively good campaign size, Bank targets 3,30,000 customers through SMS campaign.
With the click rate of 4.4% of SMS, 65% of customers create and share the video through SMS and Whatsapp
Also, the insights show the 3x of play time which means on an average the video has been seen 3 times by any user.