Hyundai had a problem: it was falling out of consideration when people went to car dealerships because, the company believed, consumers thought its cars were “staid” and “cheap”.
As a result, sales were suffering.
To conquer this, a campaign codenamed “Dealer Stealer” was created. The process digitally mapped 115 Mazda, 282 Toyota, and 152 Hyundai dealerships across Australia and involved drawing a squiggly digital line around the perimeters of the identified car dealerships, in a practice known as “geofencing”. These lines were then overlaid onto a map that was then able to “connect” with the smartphones of people who visited the dealers.