AnalogFolk and Hyundai Australia Win Gold at APAC Effies for ‘4 Second Reviews’

Independent digital creative agency AnalogFolk Australia has scored a Gold Effie at the 2021 APAC Effie Awards for its ‘4 Second Reviews’ campaign for Hyundai Australia.

The work picked up Gold in the Automotive category and was one of four Gold Effies for Australia at this year’s awards.

AnalogFolk Australia was also the only local independent agency to nab the accolade.

‘4 Second Reviews’ commenced in 2019 to launch the new Hyundai Venue.

The challenge was that while over 73% of all car buyers use online research and social media as their most trusted source of information when buying a car, the average online attention span is just 4.1 seconds.

To overcome this, AnalogFolk came up with over 25 different, made for the internet reviews delivering some absurdly sensible benefits to potential buyers.

The four-second reviews have run across Facebook, Instagram, YouTube and Snapchat.

So far the campaign has been seen over 6 million times on YouTube alone and has achieved a staggering 48% view through rate - half of all viewers have watched right through to the end.

On Facebook the reviews have double the typical amount of ad recall - 12% versus a control group norm of just 6%. The platform also revealed a 68% increase in consideration for Hyundai Venue with females – the vehicle’s primary target audience. 

Says Matt Robinson, managing director and partner, AnalogFolk Australia: “We were given a dream brief from the team at Hyundai, to go out and find a way to disrupt the traditional car-buying campaign cycle. To have a social-first campaign not just win an Effie, but win a Gold, is a terrific validation of the brand building capabilities of digital and social channels when done right. We’re hugely proud to bring home our first Gold Effie, with our fantastic partners at Hyundai Australia.” 

Adds Kevin Goult, marketing director, Hyundai Motor Company Australia: “The car buying journey is under constant disruption, and so working with the team at  AnalogFolk, we set out to test what a social-first campaign approach might be able to achieve for our business. To be recognized with a Gold Effie, across the APAC region, is a testament to the bottom line results that a brilliant strategy combined with data-driven creativity, delivered for the Hyundai Venue here in Australia.”