HYUNDAI LAUNCHES NEW MARKETING MESSAGE IN CANADA
(January 16, 2012)
– Hyundai Auto Canada Corp. announced today that one of its most ambitious television advertising projects has hit Canadian airwaves. The company developed five unique, brand-focused 30-second commercials under Hyundai’s new global brand statement “New Thinking. New Possibilities.”
“New Thinking. New Possibilities.” encompasses Hyundai’s brand concept of “Modern Premium”, which has focused the company to develop vehicles that utilize the latest automotive technological advancements to exceed customer expectations yet be delivered at an accessible price. The five commercials will illustrate the concept by focusing on specific attributes of Hyundai vehicles that distinguish them in the marketplace and how it provides a benefit to consumers.
“Hyundai has grown tremendously in the last few years,” said Steve Kelleher, President and CEO of Hyundai Auto Canada Corp. “For a long time, we focused our marketing efforts on rational, tactical executions to reach an audience primarily concerned about the health of the economy and their personal financial well-being. But, as these commercials show, there’s a lot more to the Hyundai story. Our vehicles are well-engineered and incorporate the latest technology to deliver an engaging, fuel-efficient and rewarding driving experience. Our new commercials will likely surprise a few Canadians into re-evaluating the Hyundai they thought they knew.”
Each commercial will touch upon one vehicle in the Hyundai line-up, including the Genesis luxury sedan, the Sonata Hybrid, Elantra compact sedan, Tucson compact crossover and the Veloster 3-door coupe. Added Kelleher: “The commercial on the Veloster, for example, focuses on its Dual Clutch Transmission. The Veloster DCT combines the superior fuel efficiency of a manual transmission with the ease and automation of an automatic. The DCT is a great example of Hyundai engineering a vehicle with the latest technology that customers can be proud to own.”
Three of the five commercials will enter televised rotation on January 16 followed by the remaining two in mid-February. All five spots will run for up to six months. While the media buy focused on primetime programming on all major networks, the commercials will also be featured on CBC during Hockey Night in Canada. Hyundai is the exclusive automotive first period sponsor of the weekly hockey broadcast. The ads will also be supported by a microsite and placed on the company’s Facebook and YouTube channels.
Creative for the commercials was managed by Hyundai’s advertising agency of record, Innocean Worldwide Canada. Media buying was handled by ZenithOptimedia.
Hyundai Auto Canada, established in 1983 and headquartered in Markham Ontario, is a subsidiary of Hyundai Motor Company of Korea. Hyundai vehicles are distributed throughout Canada by Hyundai Auto Canada and are sold and serviced through more than 200 dealerships nationwide.
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