Hyundai Breaks Bold New Advertising Approach

Hyundai Reveals Its Bold New Advertising Approach

Hyundai Getz

‘A car first, a badge second’ to become new Hyundai end line

Hyundai’s all-new advertising campaign is all set to cause a stir in the marketplace – to reflect the modern, bold attitude the fast growing company now has.

The new campaign, which will be seen on poster sites, newspaper advertising and on radio from the start of July, challenges popular preconceptions about the Hyundai brand – and challenges people to look beyond the bonnet badge and see how far Hyundai has come.

Jim Campbell, Hyundai Marketing Director, said that Hyundai vehicles boast world class reliability levels and quality, as seen in numerous consumer surveys, as well as outstanding value for money, and modern styling.

He added: "In our new approach we looked to our customers, and saw they are independent thinkers who see beyond badges – people who want quality, style and value for money first. It seemed completely natural to use this in our advertising approach."

In the last few years Hyundai has introduced the award winning Getz supermini, the stunning Coupe, rugged Terracan and stylish Santa Fe amongst many others.

All Hyundais come with the company’s pioneering five year unlimited mileage, fully transferable warranty. And last year Hyundai celebrated its best ever year in the UK, selling 32,238 cars.

There are three new advertising executions of the new advert. They feature the following headlines …

If no one buys one, why have we got the biggest factory in the world?

A fool and his money are soon parted. I ain’t no fool.

There’s nothing more attractive than an intelligent man.

The three ads feature the Getz, Coupe and Santa Fe respectively. Each of the ads are finished with Hyundai’s new advertising end line: ‘A car first. A badge second’.

The new campaign has been created by London-based VCCP, which has recently been appointed as Hyundai Car (UK) Ltd’s advertising agency. The communication of the brand repositioning was their first task.

Jim added: "This campaign marks the start of an exciting chapter for Hyundai in the UK. The ads show how confident we are in our brand – a confidence reflected in the increasing numbers of people moving over to us.

"We want more and more people to discover Hyundai’s world class quality, outstanding value and driving enjoyment. Through their creativity, we hope VCCP will encourage even more UK motorists to experience Hyundai."

Added Liz Vasey, Product Planning and Communications Manager: "We really want to challenge people’s perceptions of what they know about Hyundai. This reflects our new attitude – which is confident and bold."

As well as the high-profile national press and poster campaign, Hyundai will also embark on extensive radio advertising featuring actor Bernard Hill.

There are currently two 30 second radio ads running, titled ‘Badges are for boy scouts’, and ‘A fool and his money are soon parted’.

Liz added: "Hyundai offers substantially better quality and value than many cars with a more established badge. With Hyundai, they get the best of all worlds!"

Published 15 July 2004 Melanie Carter

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