Posted on by Raihan Hadi
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Road to APPIES APAC 2022: 4 Second Reviews – Gold winner at APAC Effies ’21
14 Oct
“4 Second Reviews” is a campaign for Hyundai Australia created by AnalogFolk Australia that clinched a Gold Effie this year at the APAC Effie Awards.
AnalogFolk Australia was also the only local independent agency to nab the accolade.
‘4 Second Reviews’ commenced in 2019 to launch the new Hyundai Venue.
Campaign Synopsis
The challenge was that while over 73% of all car buyers use online research and social media as their most trusted source of information when buying a car, the average online attention span is just 4.1 seconds.
To overcome this, AnalogFolk came up with over 25 different, made for the internet reviews delivering some absurdly sensible benefits to potential buyers.
The 4 second reviews have run across Facebook, Instagram, YouTube and Snapchat.
So far the campaign has been seen over 6 million times on YouTube alone and has achieved a staggering 48% view through rate – half of all viewers have watched right through to the end.
On Facebook the reviews have double the typical amount of ad recall – 12% versus a control group norm of just 6%. The platform also revealed a 68% increase in consideration for Hyundai Venue with females – the vehicle’s primary target audience.
The challenge was to find a way to disrupt the traditional car-buying campaign cycle. The social-first campaign is an amazing example of the brand building capabilities of digital and social channels done right.
APPIES Asia Pacific is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
Despite hosting this event virtually due to the ongoing battle against COVID-19, this is the only event in the region where Live Presentations meets Live Judging.
Similar to TED Talks, APPIES is the chance for great presenters with outstanding work to show it off to some of the region’s most important industry leaders.
This year’s winners will receive Gold, Silver or Bronze trophies for 10 categories, and 7 special Best of Best categories (red trophies) that require no submissions!
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