BIG Street, the OOH arm of Reliance Broadcast Network Ltd (RBNL), has helped Hyundai India put its new car ‘Eon’ on a pedestal inside Delhi Metro stations – literally and figuratively. This innovative ‘Car Display’ campaign was carried out across 15 high footfall Delhi Metro & Reliance Airport Metro Express stations and has been a huge success with inquisitive metro commuters stopping to admire the car’s design and putting forth their queries to the promoters.
Commenting on the campaign initiative, Rabe Iyer, Executive Vice President, RBNL & Business Head, BIG Street & BIG Live, said, “Product display is one of the most effective ways to reach out to your prospective customers, especially in India where people prefer have a feel of the product before taking any decision. Hyundai Motors’s faith in the efficacy of displays in the Metro stations has been justified by the quality of leads they have received.”
Hyundai Eon is the latest offering from the Korean auto major’s stable and its features and cutting-edge styling has created a lot of buzz in the extremely competitive small car segment, Delhi, being a major market for passenger vehicles needs a lot of action on the promotional front and BIG Street strategised the ‘car display’ option to reach out to the relevant TG of metro commuters in the city.
Fifteen metro stations were selected by Hyundai for this 21-day activity and brand new ‘Eon’ cars were stationed for seven days at a stretch in five stations at a time. Prominent among these stations were Kashmere Gate, INA, Rajouri Garden, New Delhi, Vishwavidyalaya (DU), Saket, Hauz Khas, Dwarka etc of the Delhi Metro Network and Dhaula Kuan Shivaji Stadium & New Delhi stations of Relinace Airport Metro Express line.
BIG Street also took the innovation to the next level by setting a record of sorts by placing the ‘Eon’ in six underground stations. The task involved taking a fully loaded, road-ready car down a flight of stairs almost 200 feet from the ground level.