SsangYong is a small, relatively unknown car marque from Korea with a new vehicle – the Tivoli, to launch this year. Despite a heritage in the 4X4 sector selling practical, no-nonsense cars, the Tivoli is a departure from this, competing in the fast growing, mass market, small, urban SUV sector. What really sets the Tivoli apart from its competitors, is not just its good looks but, more importantly, its luxury interior. SsangYong have a strong sales proposition but it only makes sense when you understand their specifications and capabilities available for the price.
To consumers, car advertising has become wallpaper. It is created centrally for a global market and often offers little more than generic exterior and driving shots. We found our audience are frequently looking for a small SUV as part of a life-stage change. They need to know more about the interior, the space available, where they spend all their time while driving. This is something that competitors do not show in their advertising but is of real interest to the viewer.
We needed to convey Tivoli’s styling, luxurious interior and space in a way that would show off the car and its exceptional value for money, but also create an advert that will stand out from the rest.
Since the campaign launched, sales figures for SsangYong have quadrupled (YoY). SsangYong has also experienced a 1477% increase in leads generated (brochure requests and test drive requests) and a 675% increase in web traffic (YoY).
One more thing:
The drones TV campaign was supported with drone digital adverts, drones POS, a new website, social media and PR to create an entirely integrated launch campaign.