Hyundai Motor Company Australia (HMCA) has pushed the ‘go’ button on an innovative launch campaign for its new luxury flagship, the Genesis.
The product of more than 12 months of exhaustive research and planning, the launch campaign for Genesis is Hyundai’s most comprehensive ever.
Initial quantitative desk research informed the new car’s market potential and buyer demographics. Online research was used to inform pricing and packaging, while further qualitative research explored the appeal of Genesis and suitable launch messaging strategies.
“We found that, while the design of Genesis was universally loved inside and out, those most open to considering the car were easily identifiable,” commented HMCA’s Marketing Director, Oliver Mann. “We use the term ‘Astute Thinkers’ to describe this target – successful professional people who are rationalist, discerning and open to new ideas. These consumers are essentially confident, inner-directed individuals who aren’t interested in projected status or conspicuous displays of wealth.”
The launch advertising puts the Hyundai brand at the centre of the Genesis story, and sets out to demonstrate how the company applies new thinking to make luxury motoring more accessible than ever before, through the campaign line: ‘This is New Thinking. This is Hyundai.’
Whilst the Genesis launch campaign includes a substantial investment in TV, cinema and online, Hyundai sought to give the public unprecedented access to a car which symbolises the company’s modern premium approach to car design.
Outdoor displays have been created for busy city spaces such as World Square, Sydney (3-7 Nov) and Federation Square in Melbourne’s CBD (17-21 Nov), with Genesis showcased alongside rival models from BMW and Mercedes-Benz.
To target business travellers, a comprehensive advertising and display program was developed within Qantas domestic terminals, using multiple digital screens and video content to bring the Genesis story to life, as well as – for the first time – two display vehicles in Sydney and Melbourne.
Hyundai’s goal at these displays is to invite luxury car buyers to experience Genesis first hand in a large scale test drive event called the Genesis Driving Experience. This 1 hour presentation also includes BMW and Mercedes vehicles to allow direct comparisons. The Sydney event has been held at the company’s own Macquarie Park headquarters (8-16 Nov) before moving on to Melbourne’s Crown Promenade Hotel (22-30 Nov). By the end of November, almost 1,500 people will have experienced the Genesis for themselves.
Understanding that the arrival of Genesis will provoke lively reactions, Hyundai has invited consumers to post their reactions to the car on the company’s social media channels through a new ‘#ExperienceGenesis’ destination, with comments being aggregated in the new Genesis section of Hyundai’s web site.
A further extension to the #ExperienceGenesis platform is called ‘Share2Ride’, operated through boutique hotel group QT, which offers guests a free ride in exchange for feedback via #ExperienceGenesis.
As well as a national press launch hosted over four days in Canberra, Hyundai gave journalists from Australia’s premier motoring magazine, Wheels, exclusive access to its management in Australia and Korea, resulting in a comprehensive 44-page tip-on supplement, delivered with the magazine’s December issue.
“Genesis has enjoyed an amazing response from motoring journalists who have driven the car and judged it on its own merits,” said Oliver Mann. “We believe many buyers today are looking to avoid the overpriced world of traditional luxury car buying – and we want to help these drivers try Genesis for themselves.”
The fully integrated campaign was developed in conjunction with Hyundai’s agency partners, led by Innocean and including:
- Media specialist Initiative, Sydney
- Digital specialist VML, Sydney
- Automotive specialists The Formula Company
- Airport media specialist Ooh! Media
- PR and Event specialists Cream and Dig & Fish
- Research partner Arnold & Bollingbroke
- Hotel Partner the QT Group