Post on 11-Apr-2017
Final Report:
MSN Guide to the 2003 Academy Awardssponsored by
Hyundai
Presented by
Mike Schlegel
MSN
5/11/03
Hyundai Strategy as sponsor of the MSN Guide to the 2003 Academy Awards
• Effectively promotes the Hyundai brand and models:• Promotes Hyundai's only product launch of 2003 XG350, as well as the Santa Fe
and Tiburon• XG350 launches at the same time as Oscars
• Academy Awards tie-in is complimentary to the Hyundai “Win” initiative
• Builds aspriational brand image by associating Hyundai with: • Academy Awards (without having to pay for official Oscars rights fees)• MSN/Microsoft brand• Access Hollywood, the MSN Entertainment partner publisher that will provide some
editorial for the MSN Academy Awards Guide
• Leverages the massive power of MSN network by cross-promoting across multiple “best-of-breed” MSN properties:
• MSN.com (http://www.MSN.com) • Access Hollywood (http://www.AccessHollywood.com) • MSN Autos (http://autos.msn.com)
• Provides direct marketing opportunities via sweeps/contest data capture (ie – leads)
• Allows for cross-media enhancements via traditional media, which can drive consumers to the online sponsorship and contest.
Hyundai Strategy as sponsor of the MSN Guide to the 2003 Academy Awards (continued)
Package includes:
• MSN Entertainment Channel exclusive sponsorship of the MSN Guide to the 2003 Academy Awards
With cross-promotion of the sponsorship on:
• MSN Home Page: The exclusive “Keystone” for 1 day, the most prominent, visible and effective advertisement within the entire MSN Network, providing broad reach
• MSN Entertainment Home Page: “Over-The-Page” Eyeblaster ad
• MSN Autos Home Page: Launch Pad package and Special Vehicle Page
• Supporting media on MSN Autos, MSN Entertainment, and www.AccessHollywood.com
Screen Shots of Hyundai’s sponsorship of theMSN Guide to the 2003 Academy Awards on MSN Entertainment
MSN Academy Awards Guide homepage
MSN Academy Awards Guide article page
Hyundai Eyeblaster ad in the MSN Academy Awards Guide
Step 1: Launch Pad homepage unit Step 2: Advertorial Page (Click-through)
MSN Autos New Car Launch Pad sponsorship
Launch Pad homepage unit linked to the XG350SVP Page on MSN Autos
Hyundai XG350 SVP Page
MSN.com Keystone & Small Banner 3/17
MSN.com Keystone & Small Banner 3/19
MSN.com Keystone & Small Banner 4/7
Screen shots of MSN editorial placements that promoted Hyundai’s sponsorship of theMSN Guide to the 2003 Academy Awards on MSN Entertainment
advantage.msn.com
MSN.com homepage Monday, March 24 (the day after the Academy Awards)
Top link and bottom link point to Hyundai campaign elements
Link to a Hyundai-sponsored Oscars
article page on MSN
Entertainment
Link to Stars in Your Eyes
Sweepstakes on HyundaiUSA.com
advantage.msn.com
MSN.com editorial
advantage.msn.com
MSN.com Channel and editorial links
advantage.msn.com
MSN Entertainment homepage
advantage.msn.com
MSNBC.com Entertainment & Arts channel editorial
advantage.msn.com
Hotmail sign-in screen
advantage.msn.com
MSN8 Browser used by 9 million MSN8 subscribers -- “Oscar Guide” drop down menu link. Went live on 3/20 through 4/1.
advantage.msn.com
MSN8 “MSN Today” (Pops up one time each day for all 9 million MSN8 subscribers)
Ad Delivery Report: $175k OVER DELIVERY! (Over delivery does not include added value placements, and is just based on paid placements.)
AdIndex 3rd Party Online Ad Effectiveness Research Highlights: Key Findings (see separate final research report for complete data on study findings)
Helped position Hyundai as an “aspirational” brand based on:The campaign was most effective among:
Higher income respondentsRespondents who plan on spending $25,000 or more on a car
College graduatesThe following lifts in:
Unaided brand awareness: 68%Sponsorship association: 148%Brand favorability: 13%
MarketNorms online ad campaigns in the auto category average only a 1% lift in brand favorability, so this was a remarkable lift.
Is one of the best automotive manufacturers: 29%Purchase consideration: 16%
MarketNorms online ad campaigns in the auto category average only a 3% lift in purchase consideration, so this was a remarkable lift.
The campaign outperformed MarketNorms in all of the metrics tested
In-market respondents were heavily influenced by the campaign in that the visuals of product, focused offering and sponsorship messages seemed to make the most impression on respondents that are in the market to purchase a new vehicle
AdIndex 3rd Party Online Ad Effectiveness Research Highlights: Overall Metrics (All Respondents)
*Statistically significant difference between control and exposed group at a 90% confidence level Lift = (Exposed-Control)/Control
• Campaign overall generated significant increases among all respondents in all Hyundai-related brand metrics
• Also significant increases occurred in Product Awareness for the XG350 model• Excellent increase in unaided Brand Awareness for Hyundai indicating the brand is top of
mind after the campaign
Control Exposed Difference Lift
*Unaided Brand Awareness 17.5% 25.7% 8.2 46.8%
*Online Ad Awareness 16.7% 35.7% 18.9 113.2%
*Sponsorship Association 11.8% 29.2% 17.4 148.4%
Hyundai Model Awareness {Tiburon} 55.8% 58.1% 2.4 4.2%
Hyundai Model Awareness {Santa Fe} 64.3% 65.6% 1.3 2.0%
*Hyundai Model Awareness {XG350} 17.9% 22.4% 4.5 24.9%
*Brand Favorability 27.1% 30.7% 3.6 13.2%
*Purchase Consideration 19.9% 23.3% 3.3 16.8%
*Makes vehicles that are distinctively styled 40.0% 45.3% 5.3 13.2%
*Makes your type of vehicles 24.7% 31.7% 7.0 28.5%
*Sponsors Academy Awards related content 10.4% 21.5% 11.2 107.9%
*Has great sweepstakes offers 9.0% 19.3% 10.4 115.7%
*Is one of the best automotive manufacturers 14.9% 19.3% 4.3 29.0%
Sample Size 502 1500
47%
13% 18%
113%
30%33%
148%
62%
44%
13%
1% 5%17%
3% 6%
0%
100%
200%
Unaided BrandAwareness
Online AdAwareness
SponsorshipAssociation
Brand Favorability P urchaseC onsideration
/Intent
Hyundai MarketNorms Automotives MarketNorms*
AdIndex 3rd Party Online Ad Effectiveness Research Highlights: All respondents vs. MarketNorms
Rel
ativ
e D
iffer
ence
(Lift
)
*MarketNorms (Q4/02): n= 712,481 overall Lift = (Exposed-Control)/Control
• Hyundai campaign outperformed both overall MarketNorms* and Automotive MarketNorms for all metrics
There was a substantial increase in the number of consumers that requested an MSN Autos-qualified Hyundai dealer to contact them for specific Hyundai models (AutoVantage/AutoNation is the MSN Autos dealer distribution partner)
Percentage lift in average daily leads between:
January 1 – March 2 (two months leading up to the campaign) vs
March 2 – April 19 (approx dates of the campaign, 3/1 – 4/21)
All Hyundai models: 18% increase in leads through MSN Autos NCBS during campaign
XG350 = 105% increase in leads through MSN Autos NCBS during campaign
Leads Captured within MSN Autos “New Car Buying Service” (NCBS) Lead Funnel