To prove how good was the new Hyundai engine we decided to sponsor the greatest slopes in Brazil to show how the Hyundai HB20 1.0 Turbo is just as good on the uphill as it is on the downhill.

But how we could do it?

We invited Waze, the most important traffic app in Brazil, to co-create with us a new system, a new way of categorizing the streets. So, we created a new filter on Waze capable of cross-referencing geolocation with topographic parameter (altitude) information and then categorize all the slopes in Brazilian capitals. To develop this new filter, Waze HQ in Israel started to cooperate by building the programming behind the app.

After discovering and categorizing all the slopes, we had to select the relevant ones according to our target profiles, choosing specific neighborhoods/areas, near to their usual traffic driving areas and/or Hyundai stores.

We selected almost 1000 neighborhoods around Brazil, with the steepest slopes.

Then, when the target was driving on a selected slope using WAZE, a banner was displayed, communicating about the new Hyundai 1.0 TURBO engine.

We displayed 5 different messages, all of them remembering the person that he was in a slope and how the Hyundai 1.0 TURBO version could give him a very good torque, even better than the one he owns.

The banners were displayed from April 26th to June 30th. Together, we also used PINS on map to show the nearest Hyundai Dealer, inviting people to a test drive.

By combining data, technology, and intelligent use of media, we touch people at strategic moments, engaging and generating positive awareness.

It was the first campaign on Waze with a huge number of interactions in banner (not common). This campaign also leaded more than 6k visitors to the dealers and also increased the organic search on app, which means that people searched for Hyundai on app after seeing the banner.

For sure, an unprecedented use of the Waze app:

• 5 million in reach (takeover and pins)

• 4 million takeover impressions

• 47 million pins impressions (displaying Hyundai dealerships)

• + 28K takeover interactions

• + 23K pins interactions

• Increase +69% in organic browsing

• + 6K leads to dealers