Hyundai confronts customers with isolation realities as road trips return

Hyundai is celebrating the return of road trips now that restrictions against intrastate travel have been lifted.

In a campaign by Innocean Australia, the auto brand declares it’s “time for some new routes” while presenting some GPS routes Australians have become very familiar with in isolation: Bed to table, couch to delivery pick-up and couch back to bed.

The creative tracks the only routes people have been travelling their house

The campaign first appeared just ahead of the Queen’s birthday long weekend in press and out-of-home, the first weekend intrastate travel was allowed, with a welcome mat leading the viewer out of their home and towards their car.

‘Welcome Mat’ kicked off the Hyundai campaign

The at-home routes execution is the extension of the campaign that is running across social media. Using geo-location technology, people are invited to swipe on social ads to discover a selection of ‘New Routes’ within their state.

Kevin Goult, Hyundai director of marketing said: “When presented with the concepts it immediately felt relevant to the current environment that we are all in. Recognising customers would have missed driving their Hyundai as part of everyday life, we wanted to help with a few destination suggestions.”

Steve Jackson, Innocean ECD, commented: “There’s nothing like a road trip to blow off the lockdown cobwebs, so we and Hyundai were as just excited as everybody else to get back on the road, visit some new places and support our regional communities around Australia.”


Client: Hyundai Australia
Director of Marketing: Kevin Goult
Marketing Strategy Manager: Nick Cook
Marketing Coordinator: Emma Austin

Creative Agency: Innocean Australia
Executive Creative Director: Steve Jackson
Creative Director: Dan O’Connell
Art Director: Rod Soares
Copywriter: Rod Cunha
Head of Digital: Trevor Crossman
Digital Producer: Mitchell McCausland
Designer: Tao Zhang, James Searchfield
Developer: Dario Crucitti
Production: Warrick Nicholson
Studio Manager: Juliana Bacmaga
Group Account Director: Philip Sherar
Account Director: Vincent Pled
Photographer: Gary Sheppard
Retouching: Cream Electric Art


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