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”.

Recommended

Shelter

How Shelter avoided melodrama to push crucial festive message

Joe Fernandez

Christmas is the time for festive cheer, religious observation and charitable efforts. Yet with so may worthy causes thrust into the spotlight, it can be difficult to determine where donations would be best served. Ads become crucial to driving the coffers for those less well off. Christmas is the time for festive cheer, religious observation […]

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now