Hyundai Motor America sets the stage for its Super Bowl advertising with an integrated marketing campaign kicks game Championship AFC Sunday 23 January. All new commercials airing game will run as a viral campaign, non branded line breaks, with print, digital and marketing elements direct rounding out the 360 degree program that builds in two weeks and culminates on Super Bowl Sunday. Two of the four points of playing 30 seconds of Hyundai will highlight the new 2011 Hyundai Elantra with the theme: "Snap out of it." Two more points will feature the hot-selling 2011 Sonata. Hyundai Motor America's agency of record, Innocean Americas worldwide, has developed the new campaign.
"Snap out of it" campaign Hyundai addresses years of consumer complacency to the compact car segment. Through a series of shorts that parody of the history of advertising compact car, Hyundai tells the story of the mindset of consumers hypnotized, conditioning the purchase of compact cars for practicality and reliability, regardless of their limited uninspired design and innovation. Enter the new 2011 Elantra, an alternative without compromise that eventually yelling "Snap out of it" in an effort to deprogram those trance compact car.
Hyundai's 2011 Super Bowl advertising blitz goes beyond television to include a viral campaign, non branded through the integration of 10 spots online that reinforce the theme "Snap out of it". The shorts online discuss the "conspiracy" behind hypnosis compact car and draw the curiosity of consumers, generating buzz-building momentum until the Super Bowl. Each of the viral shorts, shot look as consumer generated content or style documentary, direct viewers to a microsite, non-branded, discussing the conspiracy compact car. These short films nor will be branded Microsites or identified up to Super Bowl Sunday and Hyundai reserves at least two "Snap out of it" ads to premier in the big game.
"During the Super Bowl has provided a great Avenue for us to reach a significant, and this year we are expanding that reach the campaign they jumpstarting two weeks in advance during the AFC Championship game, said John Krafcik, President and CEO, Hyundai Motor America."Having a fully integrated campaign leading up to the big game next month will allow us to build a story that makes a dramatic statement befitting a car breaking as the completely new Elantra, which license gives consumers expect more from compact segment. "
This year marks the fourth consecutive Hyundai as a Super Bowl Advertiser, with three in-game ads on Super Bowl Sunday, even if this is your first time Hyundai has tied its strategy of "big game" for a start program during the Divisional Championships. To view the ads visit AFC, Hyundai, www.hyundainews.com/Media_Kits/Video_Clips/.
The 2011 Elantra sets the bar in the category compact sedan that features a contemporary design, outstanding fuel economy, loads of features of comfort and convenience at a low initial price of $ 14,830. Powered by an engine "Nu" all new 1.8 liter, the fifth-generation Elantra boasts Best-in-class standard fuel economy of 32 mpg highway. Elantra also continues to lead the industry in advanced technology security standards, including a new system of vehicle stability management (VSM) to manage the electronic stability control (ESC). Even with safety features and performance of the game change, the Elantra not scrimp on design. It offers a "class-above" mid-size car interior volume and fluidic sculpture design reflects his brother's award winning, all-new Sonata.
HYUNDAI MOTOR AMERICA
Hyundai Motor America, headquartered in Fountain Valley, California, is a subsidiary of Hyundai Motor Co of Korea. Hyundai vehicles are distributed throughout the United States by Hyundai Motor America sold and are served through about 800 dealers nationwide. All Hyundai vehicles sold in the United States are covered by the Hyundai assurance program, which includes 5 year/60,000 mile new vehicle fully transferable warranty, warranty of 10 years/100,000 miles powertrain of Hyundai and 5 years free roadside assistance.
Contacts:
Chris Hosford
714-965-3470
chosford@hmausa.com
Kevin Oates
(310) 295-3320
Kevin.Oates@Ketchum.com
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