Hyundai launches interactive activity

Hyundai has launched what it claims is its biggest ever integrated campaign to support the launch of its i40 Tourer model in a bid to change perceptions of the brand.

/g/k/u/HyundaiAd.jpg

The car manufacturer has developed video content that it says “brings the i40 Tourer to life” and embedded it within print and outdoor poster ads. The video content is then accessed via the smartphone app and allows consumers to explore the features of the car, order a brochure or book a test drive.

Hyundai says the mobile app and outdoor campaign “showcases the future of how we use our mobile devices by bringing the physical and virtual worlds together for the first time”.

The free app, available on Android and iPhone, was built by Mobext and uses image recognition technology from Aurasma.

The activity, created by Innocean – via MPG Media Contacts and M&C Saatchi, uses the strapline: “Why can’t clever cars be stylish?” and sits under Hyundai’s recently introduced corporate strapline: “New Thinking. New Possibilities”.

The car brand will be hoping to improve perceptions of its brand by improving emotional engagement. It was recently identified as one of a number of car brands that lacks style and so relies heavily on price and value messaging, according to the Trend Tracker Car Buyer Brand Perceptions study.

Hyundai says the i40 Tourer “is a sign of how far Hyundai has come in recent years, and truly embodies where the brand is going”.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here