To successfully unveil the new Accent HB and to grab the attention of a younger market (18-34 yrs) Astral Mix pulled out all the stops: radio, television, outdoor, field operations, six websites and even SMS messages.
A fun and original promotion was very effective in getting young people out to see the new Accent HB…and have the chance of driving one home! Où se cache l’Accent de Hyundai?
Using clues that were revealed online, on the radio, on television and by SMS, participants were invited to try to guess where the Accent HB was hiding.
Every day during Les Grandes Gueules (the most popular radio show in Canada aired throughout Québec on NRJ network), the host would give out a first clue before inviting listeners to visit the Énergie website to identify the day’s hiding place.
Unique hiding places were progressively unveiled: from the top of the Olympic Stadium's mast to the Plains of Abraham in Quebec City. By visiting the multiple websites involved in the promotion, listeners got an earful and an eyeful with this campaign! In addition, audience members could sign up to receive more daily clues by SMS messaging on their mobile phone.
Once a contestant figured out the day’s hiding place, the spot was officially announced on air. Listeners were then invited to head to the location where teams were on hand to take them through the Accent HB experience. Thanks to the broad reach of the NRJ Network, it was possible to stage these cocktail hour events in many regions across Québec.
In all, 15 finalists were selected, making them eligible to attend the televised grand finale that took place at the MusiquePlus studios on July 27th, 2006.
Two weeks before the show, for increased on-site energy and excitement, MusiquePlus and NRJ invited 200 hundred additional participants to the VIP grand finale event. Live reports for radio and TV were broadcast on location at the venue. The excitement reached a fever pitch when the VJs and DJs announced the two grand prize winners who each went home in a brand new Hyundai Accent HB.