Rokkan and Hyundai help a Super Bowl-sized crowd of potential customers experience a whole new level of luxury.
Give the 2015 Genesis a luxurious, fully-realized digital home where Big Game viewers can get a compelling look at its styling and features. Oh, and build it in record time.
Let the vehicle be a hero. Give people a seamless, premium experience that allows them to easily explore and customize the all new Genesis, and they'll engage.
After an ultra-quick turnaround, the supremely elegant and responsive HyundaiGenesis.com experienced the most traffic in Hyundai.com history.
in USA Today’s Ad Meter.
seconds maximum load time.
viewers per second.
How do you make something from nothing in no time at all? With the announcement of their newly designed new Genesis on the horizon, Hyundai was up against that very question. They had a beautiful TV spot scheduled to air during The Big Game, promising to put their flagship model in front of tens of millions of future buyers. The trouble was, they had no website to send them to. On top of that, they had few assets to work with, and all of six weeks to pull it together.
Naturally, that brought them here. And true to form, we suited up, took the wheel, hit the gas, and a few gratuitous car metaphors later, we were cruising.
Our partnership with INNOCEAN revealed a crucial insight about the consumer journey after viewing a commercial during the Super Bowl. It is immediate and direct. That meant we had to deliver big in three key respects:
First: The experience had to be ultra-premium. Second: The site had to work flawlessly on every device imaginable. And third: It had to withstand the barrage of millions of viewers a second.
With that in mind, our UX, creative, and tech teams put their heads together and got to work.
The site had to be truly responsive. We needed to make sure that when people saw the commercial and were inspired to learn more, the device in front of them wouldn’t stand in their way. This led us to build a solution that accommodated any device with a screen.
Our creative approach was simple: utilize our limited assets to the fullest, and make the car the hero. Visitors would arrive to find the all-new Genesis front-and-center. Content would be succinct, showcasing the car’s luxurious styling and outstanding safety features. And easy customization would allow people to visualize their 2015 Genesis in a variety of real world locations, and share it with their friends.
One week and 4 rounds of 5 design concepts later, we had our look and feel. But what good is a luxury car site if it breaks down in traffic? We were looking at a hundred million people potentially flooding the site within a matter of seconds. And a sluggish user experience wasn’t an option. So we performed multiple tests simulating Big Game levels of browsing, and pushed the site to its absolute limit. When the spot aired on Game Day, the site was ready to roll.
HyundaiGenesis.com experienced the most traffic in Hyundai.com history. The site easily handled tens of thousands of viewers per second, and boasted load times under four seconds for all pages. The result was an unprecedented number of viewers exploring Hyundai’s flagship model and signing up for more information. And we’ll continue working together to evolve the customer experience—through the model’s showroom debut this spring, and beyond.
*Video Courtesy: Hyundai
Digital Partner to INNOCEANUSA
New York City