Hyundai Sante Fe targets families with digital push
Hyundai has focused on digital media promote its new SUV, the Santa Fe.
The campaign centres on the experiences of three different families test-driving the Hyundai Sante Fe, which are revealed in videos on the brand’s Facebook page.
The campaign also sees the Korean carmaker partner parenting website Kidspot to sponsor its ‘Best of’ awards as well as run advertising on mamamia.com.au.
Innocean’s head of digital Collette Van Rooyen, said: “The medium SUV car segment is an extremely popular and growing category. Rather than us telling consumers the benefits of the vehicle, we invited consumers to find out for themselves and we share the content this generated with our growing online community. The Real Family Test Drives give families the chance to find out more about the cars through the words, thoughts and actions of other families. The content will be promoted on high engagement family sites to allow real families to connect with real families.”
Hyundai Australia’s marketing director Oliver Mann added: “Hyundai’s new global brand slogan is ‘New thinking. New Possibilities.’ and we want to explore different communication strategies and media channels. Part of this means facilitating an open, honest dialogue with drivers, and we’re excited at how social media can help represent the changing views of our products as appreciation of our brand grows. With over 90% of car buyers looking to the web for opinion and information to assist their purchasing decision, it’s clearly important to be present wherever shoppers conversations are taking place.”
Credits:
- Client – Hyundai Motor Company Australia
- Marketing Director, HMCA, Oliver Mann
- Senior Manager – Marketing Communications, HMCA, Alex Pinsuti
- Brand Communications Manager – Marketing Communications, HMCA, Kate McGeoch
- Agency – Innocean
- Head of Digital, Collette Van Rooyen
- General Manager, Amanda Wheeler
- Creative Director, Scott Lambert
- Business Director, Damien Pashby
- Digital Designer, Jimmy Yap
- Digital Developer, Alfred Kumar
- Film Production Company – Red Lever
- Exec Producer, Mark Campbell
- Directed & Produced by Nicholas Carlton & Shaun Crawford
- Media Agency – Initiative
Sticking a camera inside a family car and expecting to make a good ad out of the footage is about as likely as alchemy. This proves the point. It’s just lazy and a complete waste of clients money, even if it did look cheap.
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To be fair the spots hit the mark as far as the target demo is concerned. They show real families… And the results are kind of sweet.
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