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Hyundai Australia tested the impact of adding augmented reality ads to its usual Facebook and Instagram video ads, and discovered that the AR filter significantly lifted brand metrics, contributing to a 12.5-point increase in standard ad recall.

BRAND GOAL
Driving greater awareness
Hyundai Australia wanted to find a creative way to build awareness of and desire for its performance line, the N Range, which was not well known in the country.

BRAND SOLUTION
Putting people in the driver’s seat with augmented reality

The car brand worked with creative agency Quantum Universe to build an augmented reality filter that simulated the experience of accelerating in one of the Hyundai N Range vehicles. The filter was linked in a video ad campaign that ran across Facebook and Instagram, prompting people to tap the screen to begin to augmented reality experience. The ads also included a call-to-action button that urged viewers to “Try On” the filter.

Hyundai Australia worked with media agency Hearts and Science to set up and optimize the ad delivery for brand awareness and website traffic, and also conducted an A/B test to measure the impact of the augmented reality ads. The first test cell included Hyundai’s usual campaign of photo and video ads, while the second cell included the usual campaign along with the video ads that linked to the augmented reality filter. The ads were all targeted to a broad audience of people in Australia between the ages of 18–65 with an interest in sports cars and racing.

BRAND RESULTS
After testing the augmented reality experience in November and December 2021, Hyundai Australia learned that adding the filter helped to lift several awareness metrics, including:

• 12.5-point lift in standard ad recall by adding ads with augmented reality filter to usual video ads

• 8.4-point lift in product awareness by adding ads with augmented reality filter to usual video ads

• 5.9-point lift in product favorability by adding ads with augmented reality filter to usual video ads

“Whether you’re attacking a tight and twisting hill climb or simply on your daily commute, the fun-to-drive spirit of Hyundai’s N Range is like no other. This augmented reality campaign was the perfect opportunity to demonstrate the playful, performance-driven side of the Hyundai brand by bringing to life the visceral experience of driving an N digitally in an accessible and engaging way.”
- Alex Pinsuti, Head of Retail, Brand and Product Marketing, Hyundai Australia -

“Working with Hyundai Australia and Meta to build an augmented reality filter that offered people the experience of racing in an N Range vehicle was an absolute blast. We’re thrilled that the campaign performed so well and believe this proves that augmented reality should be an important part of the digital marketing mix for every brand.”
- Stephanie Oh, Global Project Manager, Quantum Universe -

Source | Meta for Business