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SmartPark

SmartPark | Hyundai | Innocean
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basics
Industry: Automotive & Services
Media:Direct Market
Style: Minimalism
descriptioncnen
Synopsis
Finding parking is becoming increasingly difficult every day. Drivers can spend upwards of 17 hours a year just looking for parking. In Los Angeles alone, drivers spend an average of 85 hours a year — that’s over three and a half days. Owning a car comes with many hidden costs, leaving drivers blindsided by unexpected additional expenses. These expenses, in addition to time wasted, are one of the leading causes of stress for drivers. There have been many attempted solutions to alleviate the problem, but they’re not enough. We don’t need another parking spot, we need a smarter one.
Strategy
Hyundai believes that passion makes possible. Because when you exist to make your drivers’ lives better, technology and innovation become your tools to start solving some of their daily problems. Hyundai is the first car company to develop a platform to solve the parking problem epidemic by developing an app exclusive to Hyundai owners, creating a community of drivers working together toward a greater good. When Hyundai improves the lives of their drivers, it increases overall positive brand sentiment for both current and future Hyundai drivers.
Relevancy
Hyundai SmartPark directly targets Hyundai owners by creating a peer-to-peer network of over 10 million drivers so they can make parking easier for each other. The app is available exclusively to Hyundai drivers, and allows the brand to approach our customers in the moment they need it most – when they need to find a parking spot. This communication between the brand and the user directly improves their relationship with the brand to create stronger brand loyalty. The direct responses between the two work together toward the success of the app; the more the customer responds, the better their experience.
Outcome
Hyundai strives to make the lives of their drivers better and easier. By alleviating one of the largest sources of frustration and stress associated with driving, they created a better brand experience for their drivers. SmartPark makes Hyundai one of the first car brands to add a new feature to every Hyundai ever sold, sending their loyal customers a big thank you. This service can also draw potential new Hyundai drivers. Hyundai is the first car company to develop a platform to solve the parking problem by connecting more than 10 million clients, allowing them to help each other and subsequently leaving more regular parking spaces available for everyone. By 2019 SmartPark aims to reach 70% of Hyundai’s in the USA. That’s approximately 19,178 new free parking spots daily.
MediaStrategy
Data is at the core of SmartPark’s performance because the more drivers using it, the better the experience for everyone. With 10 million Hyundais in the U.S. contributing to SmartPark, the platform leverages real-time data every time an owner unlocks their empty driveway. SmartPark continually searches for all the free parking spots near a driver's destination. If a better spot opens, the driver is alerted and the turn-by-turn directions are updated in real-time, optimizing the driver’s parking experience. Also, a community rewards-based program allows users to exchange ratings to earn Hyundai points, so if you are a great guest or host, you can get free car washes or free vehicle services. SmartPark is also self-policing, if you stay longer than your reservation or misuse another driver’s space, your rating drops, and you are eventually removed from the platform.
Execution
When a user needs parking, they can go directly to SmartPark. This exclusive community is operated by a simple app that asks you for your VIN when you join to authenticate that you’re a Hyundai owner. To find a parking spot near your destination, all you have to do is unlock your spot for the duration of time that you will be away. You just need to enter your destination, and the map will populate all the available parking spots. Select one, reserve, and you’re good to go! It’s secure — the app always keeps the owner in control of their parking spot by letting them know who will be parking. Being a great host is rewarded with Hyundai points which can be used toward vehicle services or even a simple car wash. These perks incentivize users to always come back to the app when they need it most.
CampaignDescription
When a driver leaves their home, they leave their parking space unutilized for hours at a time. There is untapped potential in those spots — why add more spaces when you can use existing ones? By leveraging a network of over 10 million drivers, Hyundai turned those drivers’ driveways into parking spots. Hyundai SmartPark is a spot-sharing platform that allows Hyundai owners to reserve another Hyundai owner’s parking spot near their destination. The app is free and exclusive to Hyundai owners — a user can reserve a spot only when they have made their own spot available for another user. Users directly communicate with each other — this creates a network of drivers who are helping each other out, contributing positively to the parking epidemic, and creating a better driving environment for everyone around them.
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Cannes Lions International Festival of Creativity 2018
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