As demand for electrical vehicles grows, Hyundai Motor Firm, the world’s third-largest automaker by quantity, has been on a path of change in recent times. However shoppers within the UK nonetheless mispronounce the title, one thing the model got down to rectify with a humorous marketing campaign a landmark yr in the past.
In April, the South Korean automaker gained the World Automotive of the Yr for its all-electric IONIQ 5 on the New York Worldwide Auto Present, and the corporate offered 3,944,579 autos final yr, a 1.4% year-on-year improve. However for all its glory, it was time to deal with the one elusive downside it nonetheless confronted – getting the British to pronounce the model the way in which it ought to be: Hyun-day.
“That is the daybreak of a brand new Hyundai,” proclaims the hero movie of the two-month marketing campaign, which straight addresses the problem of right pronunciation and goals to lift consciousness of the model and the IONIQ 5.
“The notion of the model has modified,” Richard Wolfe, head of name communications at Hyundai Motors UK, informed Adweek, citing the electrification of its autos and crowd pleasing design. “We needed to separate the previous from the long run, create a ‘new daybreak’ for the model, and have a good time a bit of extra of our Korean heritage and the worldwide innovation that comes from it.
Correction with humor
Within the 40-second hero movie ‘New Daybreak’ by Innocean, potential IONIQ 5 patrons are seen looking for a automotive model utilizing voice expertise on their telephones, solely to be led to the improper retailer by mispronouncing the model title. One man is taken to the Excessive ‘n’ Dye salon and the opposite to a meals van known as Excessive-Finish Pie. Lastly, the girl corrects somebody’s pronunciation as she climbs into her strategically positioned IONIQ 5 automotive.
The movie is accompanied by an audio marketing campaign for good audio system, and social media will promote the web sites of the varied faux shops featured within the advert itself, together with a Hawaiian tie store and a bar known as the Highland Eye.
Inside per week of its launch, the corporate revealed that the movie had a 44% YouTube view price, the model’s highest price ever, and achieved a 26% advert recall, increased than the common of 16%.
The inventive transient additionally says it must replicate Hyundai’s model persona, which Wolfe describes as a expertise chief that’s “pursuing future mobility options” whereas making cutting-edge vehicles that “do one thing totally different.”
We needed to separate the previous from the long run, to create a “new daybreak” for the model.
Richard Wolfe, Head of Model Communications, Hyundai Motor UK
The inventive idea for the marketing campaign was led by Innocean UK inventive director Dom Sweeney, who admitted that the thought to deal with how individuals say the title had been round for some time, having labored with the model for round a decade.
“It wasn’t proper for the British to be informed how they need to communicate. British individuals do not have a tendency to reply significantly nicely both,” defined Sweeney. Nevertheless, with rising curiosity within the model’s electrical providing, that sentiment has modified.
“The complication was that we’ll do it with out actually upsetting lots of people and patronizing and speaking to them.” That is the place we have been compelled to make use of humor, regardless that it is one thing we have all needed to do for ages, as a result of you may’t do it with out your tongue firmly in your cheek. You possibly can’t take your self too critically or it may possibly come off badly,” he added.
The marketing campaign additionally comes initially of a “massive yr” for Hyundai, which is able to quickly launch the IONIQ 6, which is already accessible for pre-order, with different merchandise coming later in 2023.
“The brand new model positioning ties in completely with that and they’ll come collectively,” defined Wolfe.
“What we’re seeing with this marketing campaign is that it is getting increasingly more individuals coming and eager to know extra about Hyundai.” The advert consists of this line: If you happen to thought you knew our vehicles and the best way to say it, perhaps it is time to assume once more. So we try to encourage individuals to return and be taught extra about us,” he added.