Interactive Formats Lift Hyundai Purchase Intent 92% Among Recallers.

+92%

High intent versus non-recallers

+97%

Message clarity versus non-recallers

2.8%

Click-through rate

Hyundai wanted to know whether people understood the message, not just whether they saw it. Interactive formats including a colour selector produced audiences who could recall the campaign, and those audiences showed 92% higher purchase intent.

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The challenge

Getting the message understood, not merely delivered

Hyundai set out to strengthen brand perception and purchase intent across Europe, and Spain in particular, targeting potential customers through the full sales funnel from awareness to purchase.

Automotive is a considered purchase with a long decision cycle, so an ad that is seen but not understood contributes nothing. The campaign’s stated priority was making sure the advertising actually captured the attention of its target audiences, which is a higher bar than delivery.

The strategy

Interactive experiences that carry information, measured on recall

The strategy combined audience modelling with high-impact interactive formats, then measured perception impact through an Attention Brand Lift study. Three formats did the work. An interactive carousel sequenced key messages. A colour selector let users explore vehicle designs directly. An interactive hotspot experience highlighted specific features on demand. Each gives the viewer something to do, which is what keeps a message clear across a longer exposure. Measuring against recallers rather than the whole exposed population is the important methodological choice, because it isolates the effect of the message actually landing.

1
Discover through audience modelling
2
Engage with a colour selector
3
Sequence through an interactive carousel
4
Highlight with interactive hotspots

5
Verify with Attention Brand Lift

The results

Ahead of market benchmarks on every measure that mattered

Among audiences who recalled the campaign, message clarity was 87% higher and high purchase intent 92% higher than among non-recallers. The click-through rate reached 2.8%. That framing is what makes the result useful. It does not simply claim the campaign worked. It shows what happens specifically when the message registers, which is a far more actionable finding for a considered-purchase category. The interactive formats kept the message clear and engaging throughout, and the uplift extended across perception, clarity and intent together.

+92%

High intent versus non-recallers

+97%

Message clarity versus non-recallers

2.8%

Click-through rate

missing

Why this matters for automotive brands

Hyundai’s campaign measures the thing that actually matters in a long purchase cycle: comprehension.

Recall is the useful cut

Comparing recallers to non-recallers isolates the effect of the message landing, rather than averaging it away.

Interaction sustains clarity

Formats that give the viewer something to do hold a complex message together.

Let people configure

A colour selector turns a broadcast message into a personal one.

Key Takeaways

Measure comprehension, not exposure
Message clarity is the metric that predicts intent in considered purchases.
Split your audience by recall
The comparison between recallers and non-recallers is where the insight lives.

Give the viewer a control
Colour selectors and hotspots convert watching into exploring.
Cover the whole funnel with one campaign
Interactive formats can serve awareness and intent simultaneously.