Driving Awareness across the National-Local Divide

Client: Hyundai

Hyundai faced a significant challenge during the launch of the new INSTER EV: delivering a high-prestige, national scope campaign that could simultaneously drive local footfall across its extensive UK dealer network. National mass-awareness campaigns often feel "distant" and lack the specific calls-to-action required to trigger dealership visits, yet traditional local TV production is both logistically and financially prohibitive.

Collaborating with CTV specialists Sabio, the campaign explored beyond standard media approaches to implement a tech-first targeted solution. In an innovative response to the brief, Sabio utilised proprietary CTV technology to transform a single master creative into bespoke local ads, delivered directly to target demographics. This location-specific innovation dynamically injected specific dealer names, locations, and test-drive incentives into the ad "skin" based on the viewer’s precise household postcodes, located within the catchment zones of Hyundai’s dealerships. An inventory-led model shifted investment to areas where the INSTER was physically available, eliminating media wastage. The impact was transformative. The campaign achieved an ad recall of over 1 in 3, surpassing industry benchmarks by +4%pts. Innovation in localised calls-to-action drove nearly 79% of viewers to take action following exposure (ahead of 66% benchmark). Most notably, this tech-driven approach built instant "neighbourhood" trust, with brand favourability amongst those who had never considered Hyundai jumping by +13%pts. By automating hyper-local precision through tech-layering, Sabio and Hyundai redefined the potential of CTV. This campaign provides a forward-thinking blueprint for the future of retail automotive marketing, proving that national brand prestige can be successfully fused with local-level results.