“Checking the diary” was brought to life across 2 territories: Fitness and Social Adventure. Given its everyday use in meeting people and its calendar functionality, mobile was a core media platform.We created the first downloadable mobile gym timetable in Australia with gym chain Fitness First. Excitement about the timetable was generated through: in-gym TV, digital gym posters, email newsletters, spin room decals, the Fitness First magazine and website. We even generated word of mouth during fitness classes through the instructors!We tapped into “social adventure” by creating a microsite with the number one ‘what’s on’ calendar site, citysearch.com.au. Users were encouraged to post reviews and mobile footage of themselves on a social adventure for chances to win prizes.

Finally, we created a “Plan your adventures with Tucson” calendar in Timeout Magazine, the number one events listing magazine in Australia.

Overall, a non-TV approach to differentiate

Our strategy of “Checking the diary” was a huge success with all objectives being surpassed.The Fitness First mobile timetable generated a huge amount of PR, positioning the Hyundai Tucson as a different player in the SUV category.Hyundai Tucson experienced an increase in spontaneous awareness of 77% year on year. This ultimately lead to a year on year increase in sales from 3,491 units to 4,209 units and increase in market share from 5.8% to 7%. This equates to a 20% increase in 2008 versus 2007! This is despite the category being down 1% year on year.