As rumours of a scrappage fee reached fever pitch, Hyundai UK, one of the fastest growing mainstream car companies in Britain, asked markettiers4dc to help position their UK Managing Director, Tony Whitehorn, as a stirring voice of the industry primed for immediate comment before, during and after Chancellor of the Exchequer, Alistair Darling’s Commons address.
Using a combination of strong industry evidence – that smaller, greener cars (matching Hyundai's range) were seen to benefit most from a scrappage fee – alongside Hyundai's own stratospheric success in the German market post-scrappage – markettiers4dc were able to demonstrate to broadcast media that Hyundai's MD, Tony Whitehorn had a uniquely compelling perspective on a scrappage deal and what it would mean to British consumers.
Given the cloak of secrecy (and plethora of possible outcomes) surrounding the announcement, we approached online, TV and radio programming with three separate story scenarios; support and endorsement of a full government funded scheme, disappointment and dismay at no scheme being announced, and crucially, an exclusive 'ahead of the competition' response to a 'halfway house scheme' to be co-funded by car companies.
markettiers4dc secured a series of back-to-back interviews with online and radio through Budget morning, offering broadcasters the opportunity to capture all three reactions for immediate play out post-Budget, thereby maximising our coverage potential throughout the day.
What really took coverage to another level was Tony's reaction to, and support for, the halfway house scheme within 10 minutes of the Budget speech being delivered, ahead of all other car makers. Coupled with the careful and intelligent forward planning, story management and ability to communicate why Hyundai's story had an edge, markettiers4dc were able to reach more than 60 million radio listeners, a potential online audience of 30 million+ and score BBC News television coverage – the only car brand featured on British screens that day.
Highlights included 5 Live, Radio 4's Today programme, LBC (two live interviews within 16hrs) and breaking news spots online on FT.com and Telegraph.co.uk. As the first manufacturer to publicly support the scheme, and campaign coverage AVEs 30 times greater than the initial investment, it was no surprise to see Hyundai dealer enquiries radically outperform the market, (400% increase) in the immediate aftermath of the campaign.
“We took advice from people in the broadcast industry and they told us markettiers4dc are the only agency editors will take seriously. They were right. Our campaign reached more than 100 million people thanks to the professionalism and hard work of everyone at markettiers4dc.”
Tony Whitehorn, MD, Hyundai Motors UK