Ignition

The best way to sell cars is to get customers behind the wheel. The same goes for automotive training events. Salespeople need to fully understand the product in order to sell and advise their customers. Ignition and Hyundai UK partnered together to launch one of the most important cars for the brand, the all-new TUCSON. After kicking off the planning process to organise the event, the third nationwide lockdown struck just before we were scheduled to go live. This meant not only that vehicles could not be delivered to the UK in time, but the retailer network would be shutting their doors to customers and many staff would be furloughed. It created a bit of an issue to say the least. However, in a short space of time, we altered our approach and did not let the lockdown impede us. Instead, we developed immersive content for a virtual product launch. Using our bespoke platform, we designed a launch that was not only engaging and informative, but interactive and personalised as well. Conceived from the outset as a ‘Virtual Lounge’, we delivered a programme that was as close to a live event as possible – self-discovery sessions, networking opportunities, and insightful product workshops – mixed with a spark of theatre that gave the sessions a ‘human’ event feel as well as a premium touch that focused on engagement and learning from peers. The Virtual Lounges were brilliantly received by our audience, with over 83% attendance from the retailer network (compared to 46% average on other webinar platforms), and a 97% confidence rating from attendees. The success of the Virtual Lounges has set the template for the future with more product launches being confirmed as virtual, digital experiences in the months since.