Hyundai Motor India Ltd (HMIL), the country’s second largest car manufacturer and largest passenger car exporter launched a Digital Marketing Initiative- ‘HyBuy’, redefining the car buying experience. Under HyBuy experience, customers can book a car online and refer friends/relatives, hence earning rewards points. Hyundai is cashing on their rich social media presence for the success of the campaign. Hyundai has the largest Facebook fan base in India among all the auto manufacturers with over 8.9 Mn fans.
Speaking on ‘HyBuy’ initiative, Mr. Puneet Anand, Sr. General Manager (Marketing) & Group Head, Hyundai Motor India Ltd. said: “The time is right as Digital India is growing incrementally. Hyundai always strives to set Industry benchmarks and offer unique experiences to customers adding ‘Brilliant Moments’ to their lives. HyBuy is the most innovative and unique digital initiative in the Auto Industry. It is aimed to redefine car buying journey of customers and support the futuristic mass movement of government’s ‘Digital India’."
HyBuy utilizes the Social Media Connectivity and benefits the customers in a convenient manner. Giving customers the power to incentivize their own purchase journey to gain maximum benefits is essence of gamification to engage customers.
The campaign has been designed to adopt an approach to create buzz on digital. HyBuy initiative requires a customer to sign up and join the deal on the HyBuy website. The customer can avail benefits by depositing a certain amount of money and gain more rewards on sharing this deal with his friends and family to participate in this program.
HyBuy provides attractive offers and these benefits increase when more people join the deal. The campaign is going to be just for a limited number of cars only, set with a pre-defined duration in real time and benefits are over and above the current Market Offer. Only booking is done online, rest of the buying experience continues at the dealership end.
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