Hyundai was preparing to launch its all-new Azera, a flagship sedan that represents the company's best efforts in style, sophistication, safety and performance. This was to be an integrated campaign involving online as well as traditional media, and the Internet is where it all began in late 2005. The site was to pave the way for the Azera's rollout, in advance of consumer print and TV that would run after the first of the year 2006. It would address early on questions and buzz about Hyundai's upcoming vehicle lineup and pique the curiosity of those researching possible new car purchases online.
Taking our cue from the ripple effect that punctuated the TV spots, we extended that metaphor online to leave users with the unmistakable conclusion that the Azera was having a similar impact on the automotive world. We were among the first to use the latest technology — Flash 8 — to achieve seamless transitions between areas of the site and create a complete experience rife with elegance and luxury. Additionally, a Flash communication server allowed for video to be incorporated throughout the site to further showcase Azera's elegance.
HyundaiAzera.com launched in late Fall 2005. It has been a tremendous success. Video serving, for instance, has exceeded our initial expectations by 400%. More than 61,300 unique visitors took in the Flash version of the site in the first six weeks after it launched, driven to the site by online ad units. The site showcases the car's luxury, features and lavish appointments and demonstrates to consumers that the 2006 Azera truly is a Hyundai like you've never seen before.