Car manufacturer Hyundai is to unleash a multi-million pound advertising campaign to raise consumer awareness of the brand ahead of a raft of new product launches over the next 12 months.
The first wave of TV advertising will see a revival of the brand’s highly successful ‘Fluid Metal’ campaign, which emphasises the quality and style of the current range of Hyundai vehicles. This will be followed by further campaigns based around specific new launches.
‘Fluid Metal’ contains sophisticated visuals in which cars from the range morph into liquid metal, and then back into the form of a car with a voiceover that begins ‘Quality flows through every surface of a Hyundai’.
Besides emphasising the world-class build quality of the company’s products, the campaign also reminds buyers of Hyundai’s unique five year unlimited mileage warranty across its entire range.
Jim Campbell, Hyundai’s UK Marketing Director said: “Hyundai has developed into a brand that is synonymous with outstanding quality, and we need to convey this to a wider audience. When we last ran the Fluid Metal campaign in February 2007, it delivered an increase in our brand consideration level from eight to 17 per cent – an all time record for Hyundai in the UK.
“It was an easy decision to revive Fluid Metal on TV, but this time we will make more of an impact by running the longer 40 second version.”
The production itself is highly innovative, with a breathtaking sequence of shots filmed using a ‘Phantom HD’ high-speed camera – the first time this groundbreaking method was used in a European television commercial.
‘Fluid Metal’ was written and art directed by VCCP Creative Director Rooney Carruthers and was directed by Howard Greenhalgh through Home. Post Production was done at Clear.
Adrian Coleman, partner at VCCP said: “Hyundai has a very exciting future. The Fluid Metal communication truly reflects the quality of the brand and creates a superior platform for the brand.”Published 15 January 2008