Hyundai focuses on digital media to promote its family tough Santa Fe via Innocean, Sydney
Hyundai has focused on digital media to promote its new SUV, the Santa Fe, via agency Innocean, Sydney.
The campaign centres on the experiences of three different families test-driving the Hyundai Sante Fe, which are revealed in videos on the brand’s Facebook page .
The campaign also sees the Korean carmaker partner parenting website Kidspot to sponsor its ‘Best of’ awards as well as run advertising on mamamia.com.au.
Says Innocean’s head of digital Collette Van Rooyen: “The medium SUV car segment is an extremely popular and growing category. Rather than us telling consumers the benefits of the vehicle, we invited consumers to find out for themselves and we share the content this generated with our growing online community. The Real Family Test Drives give families the chance to find out more about the cars through the words, thoughts and actions of other families. The content will be promoted on high engagement family sites to allow real families to connect with real families.”
Hyundai Australia’s marketing director Oliver Mann added: “Hyundai’s new global brand slogan is ‘New thinking. New Possibilities.’ and we want to explore different communication strategies and media channels. Part of this means facilitating an open, honest dialogue with drivers, and we’re excited at how social media can help represent the changing views of our products as appreciation of our brand grows. With over 90% of car buyers looking to the web for opinion and information to assist their purchasing decision, it’s clearly important to be present wherever shoppers conversations are taking place.”
Agency – Innocean, Sydney
Head of Digital, Collette Van Rooyen
General Manager, Amanda Wheeler
Creative Director, Scott Lambert
Business Director, Damien Pashby
Digital Designer, Jimmy Yap
Digital Developer, Alfred Kumar
Film Production Company – RedLever
Executive Producer, Mark Campbell
Directed & Produced by Nicholas Carlton & Shaun Crawford
Media Agency – Initiative
Client – Hyundai Motor Company Australia
Marketing Director, HMCA, Oliver Mann
Senior Manager – Marketing Communications, HMCA, Alex Pinsuti
Brand Communications Manager – Marketing Communications, HMCA, Kate McGeoch
12 Comments
Amazing!!!!
I now have something to show my wife when she cant sleep at night!!! I was gone after 20 seconds.
Very soothing music. Who was it??? must be the only credit not there.
NRMA rip off????????
I actually think they’re pretty effective when you consider the target audience (clearly not you, Jimmy!)
Yip Jimmy, I’m with you. Yawnsville. Impossible to watch any of them without skipping through to get to the end quicker. And really, talk about an exaggeration – “…with the average modern family spending almost as much time in their car as they do at home”. What the? Where did they get that stat from? No way. You’ve lost me from there. And why make 3 ads exactly the same except with different families? What a waste of money. Why not go the full hog and do a Lebanese family, a Chinese family, an English family and so on. I’d say ten families would have been better. Come on Innocean, you may not be able to use Buckley and Green anymore but you need to do better than this.
When this idea was very first kicked around, it needed someone to ask the important question: ‘Why would I watch this?’
A bad rip off of the Renault stress test.
…Templeton. Was this your idea? 🙂 Must have run out of surnames.
these could put a glass eye to sleep.
http://stresstestdrive.com.au/lund_family_video
Sorry, but this was seriously SHITHOUSE.
It’s better than Renault’s stress test.
I like them. I think they appeal well to their target audience. I think there’s a nice realism and some lovely natural moments that help make the ads less cheesy and much more viewable. Viewer’s need to remember who the ads are appealing to and give credit where credit is due. I think mum’s will respond well.
I like them. I think they appeal well to their target audience. I think there’s a nice realism and some lovely natural moments that help make the ads less cheesy and much more viewable. Viewer’s need to remember who the ads are appealing to and give credit where credit is due. I think mum’s will respond well.