How Hyundai engaged with consumers during Covid-19 lockdown with ‘Hyundai Cares' campaign

At a time when most brands were trying to decipher what the Covid-19 lockdown and its aftermath would mean, Hyundai took the onus to reach out, engage with, comfort and support the audiences with a multitude of content. The brand initiated the Hyundai Cares digital campaign to stand in solidarity and connect with the people of India, virtually.

From the initial days of asking people to stay home, to engage with them with fun activities or even salute the frontline workers, the brand continued to engage with its audiences online.

The key objective behind this campaign executed by Innocean Worldwide was to keep in constant touch with the brand followers and create engaging content bits to strengthen the connect Hyundai enjoys with its followers.

The core thought spanned across a wide range of topical content, where the central idea was to showcase the emphatic nature of the brand, which was highlighted throughout the campaign by a resounding sense of concern and reassurance towards the brand loyalists and followers.

#WePledgeToBeSafe and #0kmph were activities promoted with a strong cause and engaging message urging people to Stay at Home, Stay Safe. Hyundai also launched unique branded stickers and GIFs to interact with customers online in a fun manner. With Fun Family Moment activity, Hyundai set a positive tone on social media for everyone to share their fun, light moments from home with a chance to win exciting prizes. Once the country transitioned into Unlock-1 phase, the brand introduced #GoodToKnow wherein, they gave audiences quick tips on what to keep in mind while venturing out in their car.

Under Unlock-1st phase, Hyundai introduced Click to Buy (under the purview of Hyundai Cares), under which one could purchase a car directly online itself – quelling any fears of exposure at dealerships, etc.

#WePledgeToBeSafe video:

Hyundai #GoodToKnow videos:

The Hyundai Cares campaign fetched 64 million+ reach, 23 million+ views, • 2.9 million engagement. Stickers on Giphy garnered 1.1 million+ view. The activity Fun Family Moment got 19.6 million reach, 11.2 million views, over 1,035 entries and 1.5 million engagements.