Good Things Come in Large Packages


It’s an oft-repeated phrase that “good things come in small packages.” But sometimes, a large package can be just as much fun to open. A new campaign from Hyundai in the U.K. illustrates how easy the company wants to make it for consumers to buy its cars, right down to having it delivered to the driveway.

The campaign, called “Click to Buy,” was launched in January in the U.K. to promote how easy it can be to buy a new car. Instead of going to a car dealership and getting confused by all the options, let alone all the price haggling with sales reps, Hyundai aims to make car buying as simple and easy to buy a car as the rest of your online shopping.

From the comfort of home, customers go to Hyundai’s Web site and get quotes, configure the car, apply for financing, and make a deposit. How does it work?

  1. Determine how much to spend.
  2. Configure cars and compare price quotes.
  3. Select the dealership.
  4. Apply for financing and pay a deposit.
  5. Pick up the car – or have it delivered (without the box unfortunately).

The campaign is geared to make car buying, simple, transparent, and free of price haggling. With six models of cars, various options can be configured and explored.

Now if only it really came in the large box!

Group Activities and Discussion Questions:

  1. Discuss the role of packaging in marketing.
  2. Poll the class about their car buying experiences. What do students like? Dislike?
  3. Show the advertisement video:
  4. Show Hyundai’s U.K. Web site:
  5. Divide students into teams. Have each team select a car manufacturer and model. What is the process for buying a car, and obtaining pricing, from the different manufacturers?
  6. Debrief the exercise by having students develop a process for other car manufacturers.

Source:  Ad Age Daily

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