HYUNDAI MOTOR COMPANY

To boost awareness of its hydrogen fuel-cell powered SUV, Hyundai tested mobile-optimized short-form video ads against standard long-form video ads, and saw a 3.4-point lift in brand awareness with the short-form videos.

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THE STORY
Driving innovation

Founded in 1967, Hyundai Motor Company is a South Korean multinational automotive brand headquartered in Seoul.

3.1-point

lift in message association when the creative message appeared in the first two seconds of video ads

3.4-point

lift in brand awareness with short-form video ad creative (versus long-form video assets)

2.4X

more effective brand awareness with short-form video ad creative (versus long-form video assets)

We’re proud of the zero-emission Hyundai NEXO and wanted to showcase its eco-friendly benefits. We tested incorporating mobile-first best practices into our video ad creative, and the results were clear: Short-form, vertical video ads with prominent, clear branding elements and messaging outperformed the traditional long-form, horizontal assets. Mobile-first creative was simply more memorable and made more of an impact.
SOYOUNG JANG, MARKETING MANAGER, HYUNDAI MOTOR COMPANY
THE GOAL
Boosting brand awareness

Hyundai Motor Company wanted to build awareness about its hydrogen-powered NEXO sports utility vehicle (SUV) model and showcase its environmental sustainability.

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THE SOLUTION

Mobile-first from the first

Hyundai Motor Company wanted to ensure that its ad campaign to introduce the eco-friendly NEXO SUV could drive maximum brand awareness. So Hyundai partnered with its creative agency, Jung von Matt SPREE, to test its traditional video assets against assets built following mobile-first best practices to see which performed better.

Jung von Matt SPREE planned and carried out an A/B brand lift study, where cell A consisted of the auto brand’s traditional long-form, horizontal video ads with brand messages toward the end, and cell B consisted of short-form, vertical video ads with brand messages within the first two seconds. The team kept all other campaign elements—including ad formats, placements, audiences and budget—the same between the two cells.

Because the Hyundai NEXO is powered by a hydrogen fuel cell that combines hydrogen and oxygen to produce electricity, Jung von Matt SPREE built the mobile-optimized video ad creative to show the NEXO driving in both an urban setting and the countryside while emitting bubbles from its tailpipe to convey its eco-friendliness and environmental sustainability. The bubbles were created with eco-soap and used a special bubble machine built just for this project.

Examples of the text overlays and messaging included: “Iconic sights and bubbles. We took the NEXO for a drive and this is what it left behind.” Each ad included a “Learn More” button that linked to the NEXO product landing page on Hyundai Motor Company’s website.

The team showed the ads to a broad audience of US adults aged 18 and over, including people interested in electric vehicles (EVs), fuel cell electric vehicles (FCEVs) and sustainability. It delivered the ads in Facebook and Instagram feed and Stories, and Instagram Explore.

Hyundai Motor Company determined the results of this September 15‒October 5, 2021 campaign using a Facebook brand lift study, which revealed:

  • 3.1-point lift in message association when the creative message appearing in the first two seconds of video ads
  • 3.4-point lift in brand awareness with the short-form video ad creative (versus long-form video assets)
  • 2.4X more effective brand awareness with short-form video ad creative (versus long-form video assets)
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