consumers star in Hyundai “uncensored” integrated marketing campaign
Advertising Breaks July 1st; Online and Social Media Components Reinforce Consumers’ Authentic Response to Test Driving Hyundai Models
FOUNTAIN VALLEY, Calif., July 1, 2010 – Hyundai will launch a new integrated marketing campaign in July starring everyday consumers. In a mall tour spanning from Atlanta to Chicago to Los Angeles in May and June, Hyundai captured the uned, unedited remarks of drivers as they tested various Hyundai models. Those impromptu remarks highlight the Hyundai “Uncensored” campaign. A total of six new spots will be joined by digital, radio, social media, experiential, CRM and point-of-sale components as the campaign ramps up in July and runs through the end of August.
“Hyundai ‘Uncensored’ was born out of the insight that consumers are most influenced by other consumers, so we captured totally organic conversations from people inside our cars and packaged them into an integrated campaign,” said Chris Perry, vice president of marketing, Hyundai Motor America. “Going one step further, we’re giving consumers the opportunity to drive our cars and tell their friends about the experience through social media components of this campaign.”
The 30-second spots highlight Sonata, Santa Fe, Accent and Elantra as well as Hyundai’s full model lineup. Messages include the peace of mind provided by Hyundai Assurance including America’s Best Warranty and roadside assistance, design, value and Hyundai’s industry-leading fuel efficiency. Advertising will air on both cable and network television, and outtakes will be posted to Hyundai’s YouTube channel by mid-month. Hyundai’s adverting agency, Innocean Worldwide Americas, is responsible for the creative.
The experiential campaign focuses on two key strategies. First, 125 non-Hyundai sedan owners will be given a new 2011 Sonata to drive for 30 days. Their comments will be posted – uned and unedited – on Hyundai’s Facebook site. The second is a multi-city ride-and-drive which includes a video booth where consumers can film their drive impression and post video directly to their own Facebook page.
HYUNDAI MOTOR AMERICA
Hyundai Motor America, headquartered in Fountain Valley, Calif., is a subsidiary of Hyundai Motor Co. of Korea. Hyundai vehicles are distributed throughout the United States by Hyundai Motor America and are sold and serviced through about 800 dealerships nationwide. All Hyundai vehicles sold in the U.S. are covered by the Hyundai Assurance program, which includes the 5-year/60,000-mile fully transferable new vehicle warranty, Hyundai’s 10-year/100,000-mile powertrain warranty and 5-years of complimentary Roadside Assistance.