Campaign: Hyundai Genesis Targets ‘Astute Thinkers’
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
Latest News
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.
Bumble Reveals New Brand Identity To Usher In New Era Of Dating
It's ironic that all the dating apps market themselves as having no weirdos, freaks or mummy's boys like their rivals.