There were some limitations to overcome in order to make an outdoor media into a realistic automobile shop. First, it had to look real, so we made the best use of the historical building design behind the LED. We've designed the LED screen exactly the same as the GAP's clothing store below. Second, people could see the showroom, but could not physically enter it. We wanted to build a showroom with its complete function. As the client already had a mobile website which has various functions, we used this channel to complete the virtual showroom. To connect the mobile media with the outdoor media, we used a QR code which people are already familiar with. With the help of this mobile channel, people can now find the vehicle details and book a test drive. This media mix worked great and many of our outdoor screen visitors turned into our mobile page visitors.

After the execution, the mobile website visitors has increased by 300%, and the number of people asking a test drive at the website has increased by 110%. This also affected the sales. The market share of Hyundai before the execution was only 3.3%, but after the advertising, it reached to 4.5%. The brand awareness has also increased from 17.5% to 21.2%. The result was very satisfied by the client since they saved the cost of building a real showroom including employees, rent and maintenance costs. The production cost was also saved as we used pre-existing mobile website without any modification.