Even after almost a month of its launch, the talk of the town, Hyundai Eon, does not wish to leave a single stone unturned. In a bid to further boost its visibility in the market, Eon has been put on display at various Delhi Metro stations. The unique promotional campaign is being carried out by BIG Street, an outdoor advertising arm of Reliance Broadcast Network Ltd.
The creative ‘car display’ campaign was held at 15 Delhi Metro and Reliance Airport Metro Express stations that receive the highest footfalls, in order to make optimum use of the event.
Delhi, which witnesses high sales of passenger cars, was ought to be chosen as an apt location for the campaign. Thus, BIG Street carried out the process to reach out to the relevant target group, especially Metro commuters.
The 15 Metro stations selected by Hyundai for this 21-day long event, saw the Eon cars being showcased for seven days, continuously, in 5 stations at a time. BIG Street provided an unprecedented high to the campaign by placing the Eon in six underground stations. The laborious task involved taking a fully loaded, road-ready car down, through a flight of stairs, to almost 200 feet from the ground level.
Speaking about the campaign, Rabe Iyer, Executive Vice-President, Reliance Broadcast Network Limited said, "Product display is one of the most effective ways to reach out to your prospective customers, especially in India where people prefer have a feel of the product before taking any decision. Hyundai Motors' faith in the efficacy of displays in metro stations has been justified by the quality of leads they have received."
Along with the Metro stations, Hyundai Eon is also being displayed at the Terminal 3, Indira Gandhi International Airport, New Delhi. The South Korean car maker has lined up 10 to 15 launches in India, in the course of next four to five years, to immune itself from any sort of dents caused due to increasing competition.
Thus, Hyundai, whose market share in India has fallen to 18.3% from 21%, in the past 12 to 18 months, plans to upgrade its portfolio by using "fluidic" designs and make a foray into new segments and categories.
