Hyundai has launched a seminal integrated brand campaign and prime-time Seven Network TV series, The Big Trip, created by Innocean Australia, FINCH and Maker Real – a first for the car company.
Following the success of Hyundai’s ‘Have you tried it’ brand campaign in 2022, this next instalment is turning an epic road trip from Perth to Sydney into a four-part reality show and brand campaign, putting Hyundai into the homes of millions of Australians, and reimagining the iconic Aussie road trip. Only this time it’s in electric vehicles and hybrids – from one side of the country to the other.
At the heart of this campaign is a daring journey that showcases Hyundai’s fleet of electric and hybrid vehicles, including the IONIQ 5 N, Kona Electric, SANTA FE Hybrid and TUCSON Hybrid N Line, crossing Australia’s stunning landscapes in style. The fully integrated campaign will include an array of content including a social media splash featuring behind-the-scenes footage, plus out-of-home, and a suite of energetic brand ads hitting TV and cinema, all coming together around the main event: The Big Trip.
The Big Trip pits four teams of celebrities – from comedians, athletes, actors and reality stars – against each other, with challenges designed to embody the spirit of road tripping and Hyundai’s spirit of trying. Hosted by comedian Dave Thornton, the show is a brand new format that introduces community, human and car challenges, with the eventual winners giving all four cars away to four of their followers and fans.
“Multi-channel brand campaigns are one thing, but collaborating on a TV show in an iconic environment, showing our incredible product line up while also paying homage to Australian culture, took immense effort on behalf of everyone involved including our Marketing team. It’s testament to our ambitions as a brand in Australia,” said Andrew Tuitahi, Hyundai director of marketing and product.
“Extending the fourth wall beyond advertising and into entertainment is where a brand can unaffectedly express itself, but so few do it. With the combined upshot of brave clients, media sharing a desk with creative, and an unfaltering brand strategy, the possibilities are endless, and not least powerful. Driving a fleet of EVs and hybrids across Australia to create multiple campaigns, while making a prime-time TV show, is testament to the best creative and media minds coming together,” said Adam Hosfal, managing partner at Innocean.
“Our collaboration with Hyundai and Innocean to create this fun format reflects our commitment to fresh and entertaining storytelling. ‘The Big Trip’ is a perfect example of how brands can show up differently for audiences, a concept that we are so excited by at FINCH Entertainment,” said Loren Bradley, head of FINCH Entertainment.
Innocean launched a media division in October with Hyundai as one of three foundation clients.
The adventure kicked off last night (13th November), with episodes airing every Wednesday at 8:30pm on the Seven Network and culminating with a finale on 4th December at 7:30 pm. You can also stream it all on 7plus.
