Hyundai Car (UK) Limited
Coupé micro site
When Hyundai launched the third incarnation of their popular Coupé model, they wanted to use the car to inject some real excitement into the rest of the model line up.
experience engine recognised the potential of the car and proposed that the
Micro Site design be based around the proposition that “The Hyundai Coupé is
an object of desire” as a result of both its looks and performance.
The theme adopted for the micro site was “Indulge Your Desire”,
reflected in the design, which focused on “hero” shots of the
Coupé in Red where possible. As well as red being a sporting colour,
we also wished to capitalise on the fact that the Coupé had been compared
favourably with a Ferrari in the motoring press.
To create a consistent user experience, we recommend that the online advertising be developed around these themes and support the experience by concentrating on building those desires. Think of the banners as foreplay, which when clicked, lead to the micro site where those desires were fulfilled! To assist the media company, the site was designed with access to individual pages in mind, to allow targeted advertising to refer visitors directly to individual pages.
The site utilised a Flash introduction, which incorporated ‘photo shoot’ style
flashgun transitions. These consisted of a series of car body close ups gradually
revealing the Coupé in its entirety.
This ‘teaser’ introduction sought to build desire by “fetishising” certain
elements of the car such as the shark gill side vents, the purposeful headlights
and the alloy wheels. Once the introduction was complete, visitors could
interact with the features of the site to “indulge their desire”.
Even though the site utilised several multimedia effects and techniques, we also provided an experience for users without access to these: the site was optimised for Internet Explorer 6, Netscape 6, Opera 7 and Mozilla 6, but was also compatibility tested for level 4 browsers and above and Apple Macintosh users. The site made use of DHTML, which was fully compatible with the target browsers, and the Flash 5 plug-in - however, a non-flash version was also available for those without the plug-in.
The site proved extremely popular and both increased brand awareness and generated sales leads via brochure requests and test-drive bookings.
