-- Red Bee Media creates online films for Hyundai cars 03/12/13
Red Bee Media has created two new films for Hyundai to increase online engagement for two of its models.
The videos are designed to explain the main benefits of the i30 and New Generation Santa Fe cars whilst simultaneously building brand affinity.
In each film, the audience gets to hear what a potential buyer is really thinking as a member of dealership staff talks them through one of Hyundai's models. Anna Crilly, comedian and star of both Lead Balloon & Katy and Anna, is seen alongside the i30 in the first instalment whilst BAFTA Award winner and star of TV, film and radio, Darren Boyd, plays the role of would-be customer for the New Generation Santa Fe in the second.
Hyundai selected Red Bee for the brief after a competitive pitch. The challenge was to create content specifically for customers in the midst of the car buying process, as around two-thirds of those undertaking research of new cars view online footage prior to purchase. In this research stage, potential customers are actively searching for product information, so key features and benefits have to be clearly conveyed. But by using humour to inform and entertain the audience, the films aim to leave a more lasting impression on the viewer and begin a positive emotional connection the Hyundai brand.
Andy Bryant, Director, Creative at Red Bee Media said: We felt the opportunity for Hyundai was to do more than simple video brochures. To engage potential purchasers during the research and shortlisting phase of the car buying process, the content needed to stand out as well as deliver product details. So we decided to showcase the most compelling product points and present them in the most entertaining way possible. As more brands move into the world of content it's important that they remember content needs to have real entertainment value for the audience, something we know about from our years of working with the worlds biggest broadcasters. Hyundai really embraced our broadcast approach to their challenge and were all delighted with the result.
Andrew Cullis, Marketing Director of Hyundai UK, commented, With these videos we are offering consumers something more engaging and appealing than the traditional brochure or online specifications. Today's consumers are looking for more - they want to be entertained, informed and educated. Creating content that they can engage with during their purchase journey helps Hyundai to make an impression, capture attention and ultimately to ensure we end up on their list of car brands to consider.
The two videos can be viewed here.
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-- Red Bee Media creates online films for Hyundai cars 03/12/13 
