Explore Hyundai’ success story. Havas, Innocean France and Displayce deployed a powerful DOOH campaign to promote Hyundai model rebranding in France. The campaign only broadcasted on the digital billboards and points of interest where the targeted audience is most present, for two weeks.

About Hyundai

The automobile market has undergone a significant shift towards electric and hybrid vehicles in recent years. The new challenge for car brands is to maintain their electric offerings in line with modern tastes and technologies to sustain consumer enthusiasm. Hyundai has adeptly embraced this evolution through a rebranding of their SUV, now named Kona SX2. As a brand with strong ecological values, Hyundai prioritizes showcasing low-consumption vehicles. The latest addition to their lineup, the Kona SX2, boasts numerous driver-assistance functionalities, an enhanced and comfortable interior, and much more.

About Havas

Founded in 1835 by Charles-Louis Havas, Havas is one of the world’s largest global communications groups, with more than 22,000 people in over 100 countries sharing one single mission: to make a meaningful difference to brands, businesses, and people.

About Innocean France

Innocean is a creative agency that bases their capabilities on three pillars: creativity, data, and talent, resulting in innovative, value-creating marketing solutions throughout the customer journey. The agency aims to create customized opportunities for each brand, ensuring brand development, enhanced experiences thanks to an effective marketing strategy.

The campaign context

Hyundai embarked on a mission to promote the second version of their KONA, named KONA SX2, throughout France in a brief timeframe from May 29 to June 11, 2023. Their objective was to maximize outreach and sales during this period, concentrating on their target audience through the strategic targeting of custom points of interest and screens around Hyundai shops.

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Using programmatic DOOH for maximum impact in limited time

The campaign was conducted by Havas and Innocean France and supported by Displayce’ DSP. It was broadcasted on JCDecaux, and Media Transport panels throughout VIOOH and Phenix Digital with three distinct screen categories: outdoors, airports and train stations. Through those settings, Hyundai diffused on 2 879 locations including 203 Hyundai shops and 4 623 screens. They also relied on custom dayparting to adapt the campaign’s flightplan to the different venue types, locations and audience behaviors:

  • 6am/10am and 5pm/23pm for railway stations
  • 6am/12pm and 5pm/22pm for service stations
  • 8am to 22pm for airports
  • 8am/12pm and 5pm/22pm for outdoor

They also used precise geotargeting focused on points of interest which substantially expanded the outreach to the intended audience. Their main strength was their ability to directly broadcast next to Hyundai shops by venue type. Outdoor and railway stations had to be at least 15 km around Hyundai dealerships. For airports and service stations it was 20 km.

hyundai pDOOH campaign - Displayce

The results

Hyundai DOOH campaign reached an impressive 18 208 378 impressions. To truly grasp the effectiveness of this campaign, Displayce conducted two mobile programmatic surveys sent via Happydemics, with comparison of creatives on the display area around the panels. According to Happydemics data, the campaign resulted in a significant increase of 21 points in intent for a future purchase and a notable 28 point enhancement in brand image.

The precise selection of screens, combined with audience data brought accuracy and relevance to the campaign as it fulfills its goal of recognition and acknowledgement of model rebranding. 

Real-time buying only on DOOH billboards defined within a radius around SPAs, pet shops, and veterinarians

Objective

Uplift in awareness through an ultra-targeted device

Location

Metropolitan France, in close proximity to spas, pet shops, and veterinarians

Partners

MoléculeScience ; JCDecaux – VIOOH ; Oxialive, DoohYouLike – Broadisign ; Imédiacenter – VistarMédia

SantéVet
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SantéVet has been the leader in pet health insurance in France since its creation in 2003. Specializing in health insurance for dogs, cats, and exotic pets, SantéVet operates like a human mutual insurance company and reimburses veterinary expenses. The company’s mission is to enable as many pet owners as possible to access the best veterinary care.

For this campaign, SantéVet & Molécule Science programmatically purchased DOOH screens from JCDecaux, Imédiacenter, Doohyoulike, and Oxialive

The geographic targeting operated on the Displayce DSP allowed the selection of screens within a +/- 0.2 km radius of veterinarians, +/- 0.5 km from pet shops, and within a +/- 1 km radius of SPAs. This geographic targeting is coupled with a time targeting from 10 am to 8 pm on Wednesdays, Saturdays, and Sundays.

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Exclusive real-time purchases: limited to DOOH billboards overrepresented by the target audience in the ‘Running’ Segment.

Objective

Uplift in awareness through an ultra-targeted device

Location

Metropolitan France

Partners

Havas ; JCDecaux ; VIOOH; Clear Channel – Doohyoulike – ECN ; Broadsign

Puma run
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PUMA is a German company specializing in the manufacture of sports goods, founded in 1948. Known as “the brand with the leaping feline” and present in more than 120 countries, PUMA is the third-largest global sportswear manufacturer.

For this campaign, Havas and PUMA programmatically purchased DOOH screens from 6 different media owners. The targeting operated on the Displayce DSP allowed the pre-bid selection of audience data affiliated with “Running” to only purchase screens that overrepresented the target audience in real-time.

The campaign’s effectiveness was measured through a brand lift survey conducted by Happydemics via the Displayce DSP to compare the impact of the two creatives.

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