4-Second Car Reviews
Hyundai
Issue 54 | March 2020
Agency
AnalogFolk
Creative Team
Executive Creative Director Richard Morgan Creative Team Parisa Rezeai-Abyaneh, Alister McCann, Carlos Gomez Designer Robert Carter
Production Team
Project Director Emily Entwisle Production Company Hooligan Collective
Other Credits
Group Account Director Jonny Sycamore Managing Director Matt Robinson Strategy Partner Ben Hourahine AnalogFolk NYC Team Jim Wood, Carren O’Keefe, Kunal Muzumdar
Date
November 2019
Background
Data has shown that over 73% of all car buyers use online research and social media as their primary source of information when considering buying a car. Yet people’s average online attention span is now just 4.1 seconds.
Most auto reviews seem to be oblivious to this and are delivered amongst a sea of online noise.
Idea
The idea tapped into the fact that people’s average online attention span is now just 4.1 seconds, starring a dog, a cactus, a time traveller and a flat earther to name but a few.
The campaign comprised 25 quirky, blinkand- you’ll-miss-them car reviews from motoring ‘experts’ all lending their unique perspectives on the new ‘Absurdly Sensible’ Hyundai Venue. These included a host of noughties Hollywood icons including Flava Flav, Carson Kressley, Tori Spelling, Lance Bass, Corey Feldman, and The Bounty Hunter, all delivering their 4-second car reviews via the use of Cameo app.
Results
So far the campaign has been seen over 6 million times on YouTube alone with a 48% view-through rate. On Facebook, the reviews have double the typical amount of ad recall - 12% versus a control group norm of just 6%. FB activity also showed a 68% increase in consideration for Hyundai Venue among women – the brand’s primary target audience. For a campaign focused on creating noise and attention in the small SUV category, this was an incredible start.
Our Thoughts
At Cannes Lions in 2019, a creative director called Tim Leake gave a fascinating talk in which he argued that “ugly sells”.
While agencies still worry about production values, their clients’ customers are consuming media on screens three inches by two inches and prefer authenticity to advertising gloss.
This work taps into that insight. It may look deliberately scruffy, communicating ‘cheap’ in its use of yesterday’s celebs, but there are so many ads you won’t be served the same one twice. In fact, you may even start to look out for them. My bet is that the eventual ROI of this campaign will look lovely precisely because the ads don’t.