North Texas FINAL presentation

National Media Recap Future

North Texas Hyundai Dealers Association

June 16, 2009

National Sales Event

Summer Sales Event Dates:

July 1 August 31, 2009

Featured Vehicle Lines:

Full Line (Anthem) Sedan/Sonata CUV/Santa Fe Small Car/Elantra

Featured Elements: Hyundai Assurance $1.49 Gas Price Lock on select models Americas Best Warranty


Features gas at a fixed $1.49 a gallon

$1.49 a gallon, a whole years worth (# of gallons = 12,000 miles divided by combined fuel economy per model)

Gas Price Lock is a Retail initiative to drive sales

Invitation for customers to see how Hyundai is on their side.

Consumers are concerned about three things: Their jobs Get a better deal later Higher gas prices

Hyundai eliminates concerns and is in touch with their needs

Hyundai is pro-actively innovating and providing solutions fortheir customers


Integrated Market Campaign

TV

Radio

E-Mail Blasts

Paper

Point of Sale

Micro-Site

PR

Digital Banners


Integrated Market Campaign

Some dealers may say the Chrysler program didnt work because they didnt have sign-ups for the gas card. BUT the truth is

It did work

Chrysler price was$2.99 , gas priceshad peaked andwere headed down

Hyundai price is$1.49 and gas prices are going up!


29 6 13 20 27 3 10 17 24 31 7 14 21

LAB

64 158 107 190 144 94

60 43 27 70 52 32

147 116 81 121 93 62

207 159 108 191 145 94

July

PLANNED TRPs

SeptemberAugust

Summer Sales Event

3Q 2009

7/14-8/31

BroadcastGM Actual Network TV

Plan Network TV (refelects only :30's)Prime, Syndication, Early Morning & Evening News

Cable & Cable News

Total TRPs

ESPN & ESPN 2 (Sports Center)

MLB on FOX

Local Broadcast

Spot TV & Internet - Los Angeles

Radio Traffic Reads

Interactive

InteractiveIn Market

Integration

Homepage Takeovers

Actual Search Clicks

Search


TV Online Tier 2 TotalJuly $8.2M $1.1M $7.7M $17M

August $9.1M $235K $9.6M $18.9K

Total $17.3M $1.3M $17.3M $35.9M

Planned Media Weight


Planned Media WeightSedans / Sonata


In uncertain times, we could use a little certainty. Like the kind you get with

Hyundai Assurance. Our promise that, if you lose your income in the next 12 months, you can return the car withouthurting your credit.

Combine that with Americas Best Warranty and youve got a car company thats on your side.

The only one that asks, What else do you need?

Gas a whole years worth.

Buy select, new sedans and youll pay just $1.49 a gallon at most major gas stations no matter what the sign says.

Basically, its your Get out of town free card.

Jeff Bridges:


CUV / Santa Fe


Of all the things that are changing lately,

Hyundai Assurance has remained rock solid

So, if you lose your income in the next 12 months, you can still return the car. And it still wont hurt your credit.

Of course, every Hyundai comes with the protection of Americas Best Warranty.

So how else can we help you out? How about

gas -- a whole years worth.

Buy select, new Hyundai crossovers and youll pay just $1.49 a gallon

and not a penny more no matter how high prices go.

Can you say, Road trip?

Jeff Bridges:


CUV / Santa FeSmall Cars / Elantra


No one likes making decisions when there are no goodoptions.

So we came up with one

Hyundai Assurance. And gave you a way to feel good about buying a car. Without worrying about your income. Or risking your credit.

Of course, every Hyundai comes with Americas Best Warranty.

And now, something else to help you out


Buy select, new models and youll pay just $1.49 a gallon and not a penny more no matter how high gas prices go.

Tell Grandma youre on your way..

Jeff Bridges:


Full Line


These days, its not a new car you needIts a new carmaker.

One that looks beyond its needs and sees yours too.

The way Hyundai does with Hyundai Assurance

Our promise that you can return the car if you lose your income. without hurting your credit.

Of course, you also get Americas Best Warranty.

And now, something else to help


Buy select, new models and youll pay just $1.49 a gallon at most major gas stations no matter what the pump says.

The road is calling your name.

Jeff Bridges:


Outdoor banner

Mylar Balloons Latex Balloons Shirt StickerGas Card


Flight Dates: July 1st August 31st

Tier 3 Support Materials Available!

Television

Radio

Print

Behind the Scenes

Budget & Savings

Media

Media Behind the Scenes

Assemble BuyBased On CPP Reduce By At Least 20%

Contact Stations Ask All For Avails Input Avails Into System

Budget DeterminedHyundai Corporate


Contact Stations Give Stations 1 More Try Update Avails

Revise BuysRevise Based On CPP Establish CPP Standard

Contact Stations Ask for Revised Rates Update Avails


Finalize & SendInput ALL Bonus Send Annual Buy

Contact Stations$ Amount, TRPs, Share Request Additional 10% + Bonus

Assemble Final BuyFinal Revised Rates Based on Est. CPP


Constant ContactRunning Correctly Makegoods, Late Runs, Bonus

Post Buy AnalysisCheck TRPs, Must Deliver 90% Under 90%, Bonus Schedule To Make Up Points

ReconciliationEnsure Schedule Ran Correct If Not, Credit Spots

2009 Media Budget

40.0% savings over last year

With Bonus & Discount Rates

329Bonus Spots

January February March April May June July August September October November December GRANDActual Actual Actual Actual Actual Estimated Estimated Estimated Estimated Estimated Estimated Estimated TOTAL

DMA FUNDS $42,076 $56,103 $89,581 $70,364 $60,418 $160,950 $121,075 $85,985 $96,570 $97,005 $56,840 $34,945 $971,912

DMA $142,844 $27,559 $41,325 $59,575 $30,833 $261,730 $27,153 $27,179 $106,373 $7,884 $18,304 $123,851 $874,610 EXPENDITURES(+/-) ($100,768) ($72,224) ($23,968) ($13,179) $16,406 ($84,374) $9,548 $68,354 $58,551 $147,672 $186,208 $97,302 $97,302

HMA FUNDS $181,250 $181,250 $181,250 $181,250 $181,250 $181,250 $181,250 $181,250 $181,250 $181,250 $181,250 $181,250 $2,175,00

0

HMA $91,811 $231,251 $337,794 $155,427 $231,706 $0 $233,980 $234,294 $233,045 $0 $126,527 $299,165 $2,175,00

0 EXPENDITURES(+/-) $89,439 $39,438 ($117,106) ($91,283) ($141,739) $39,511 ($13,219) ($66,263) ($118,058) $63,192 $117,915 $0 $0

TOTAL DIFFERENCE ($11,329) ($32,786) ($141,074) ($104,462) ($125,333) ($44,863) ($3,671) $2,091 ($59,507) $210,864 $304,123 $97,302 $97,302

TOTAL DMA FUNDS $971,912 TOTAL HMA FUNDS $2,175,000

GRAND TOTAL BUDGET $3,146,912

Creative Media By Market

Recap

May & June Recap

Brand Enhancing

Compared Hyundai VS. Honda & Toyota

More Features

More Warranty

More Savings

BETTER VALUE!

Hard Hitting

Tier 2 With Sense of Urgency

Best Offer

May & June Recap

HDAA Regional Requirements

350 TRPs Per Week Minimum

750 TRPs in Event Mode

On Weeks 2&3

No Dealer Tag

Hook Ads, Strong Message Only

Cable vs. Network Frequency?

Fixed Position vs. ROS

Media Skewed Older Audience

Live (News, Sports) vs. TIVO &

DVR-able

JUNE HDAA ActivitiesAll HDAAs are on (Full Flights)Weeks of 6/8 6/21Dare to Compare Regional CampaignADVERTISED MODELS:

$2,000 SAVINGS 09MY SANTA FE

$3,500 SAVINGS 09MY SONATA

May & June Recap

MARKET WEEKS ROTATIONDALLAS 6/8 6/21 100% 09MY Sonata - 505 spots - 638 GRPs$3,500 Rebate Message

Houston6/15 6/28

Print - Chronicle 2 weekends:6/12 & 6/19

100% 09MY Sonata - 536 spots - 428 pts $3,500 Rebate Message

OKC 6/15 6/2833% 09 Sonata - 477 spots - 1018 GRPs,

33% 09 Accent, 17% 09 Elantra and 17% 09 Santa Fe

San Antonio 6/8 6/21 100% 09MY Sonata - - 307 spots - 571 GRPs - $3,500 Rebate Message Austin 6/8 6/21 100% 09MY Sonata - 454 spots - 640 GRPs $3,500 Rebate MessageMobile 6/8 6/21 100% 09MY Sonata- 390 spots - 854 GRPs $3,500 Rebate Message

New Orleans 6/8 6/21 100% 09MY Sonata - 360 spots - 819 GRPs $3,500 Rebate MessageNashville 6/8 6/21 50% 09MY Sonata - 256 spots - 614 GRPs $2,000 Rebate MessageEl Paso 6/8 6/21 100% 09MY Sonata $3,500 Rebate Message

Albuquerque 6/8 6/21 100% 09MY Sonata - 378 spots - 664 GRPs - $3,500 Rebate MessageBirmingham 6/8 6/21 100% 09MY Sonata - 327 spots - 864 GRPs $3,500 Rebate Message

Hyundai May 2009 Highlights

* Ratings are estimated

5/5: 5,526,780*

A18-49 Impressions

Dancing with the Stars

24 Finale

Lost

5/13: 5,263,600*

A18-49 Impressions

5/18: 5,921,550*

A18-49 Impressions

Greys Anatomy

5/7: 7,632,220*

A18-49 Impressions

Hyundai June 2009 HighlightsHigh Profile Programming Sponsorships

Automotive Digital In-Market

Good Eats

Smart Tips

Bill OReilly Viewer Email

Natures Greatest Events

May Interactive Highlights

Cars DirectYahoo! Autos

XBOX Live*

June Interactive Highlights

XBOX Live Downloadable Car Pack

NBA Homepage Roadblock

XBOX Live Banner

Olympic and Figueroa WallLos Angeles

I-405 @ InglewoodLos Angeles

June Print & Outdoor Highlights

NBA Finals Edition

National Media Creative

Future

National June - August

National June August

New Creative

DO THE MATH

Reinforce Branded Jingle

Compare VS. Toyota & Honda

Highlight Value & Efficiency of Hyundai

Americas Best Warranty

Hyundai Assurance

New Creative

TENT EVENT

Excitement Over An Event

New Presentation of Established Campaign


Hyundai Assurance

20x20 Tent - $825

20x40 Tent - $1460

New Creative

BLUE RIBBON

Timely for State Fair

State Fair Bonus Cash

Hyundai Positioned as Blue Ribbon Winner


Hyundai Assurance

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