With the rising demand in electrical automobiles the Hyundai Motor Firm, the third largest automobile producer by quantity on the planet, has been on a metamorphosis journey in recent times. However within the U.Ok., shoppers nonetheless mispronounce the identify—one thing the model has chosen to right with a humorous marketing campaign forward of an necessary yr.
In April, the South Korean automaker noticed its all-electric IONIQ 5 automobile honored by World Automotive Awards on the New York Worldwide Auto Present as World Automotive of the Yr, whereas the corporate offered 3,944,579 automobiles final yr, an annual development of 1.4%. However for all of the glory, it was time to repair that one elusive downside it nonetheless confronted—getting Brits to pronounce the model correctly pronounced: “Hyun-day.”
“It’s the daybreak of a brand new Hyundai,” declares the hero movie from the two-month marketing campaign that tackles the right pronunciation head-on, whereas additionally aiming to construct model consciousness and that of its IONIQ 5 as nicely.
“The perceptions of the model have modified,” Richard Wolfe, head of name communications for Hyundai Motors UK, advised Adweek, saying the shift is as a result of electrification and crowd pleasing design of its automobiles. “We wished to distinguish the previous from the longer term, create what we name ‘the brand new daybreak’ for the model and likewise rejoice somewhat bit extra of our type of Korean heritage and the worldwide innovation that comes from that.”
Correcting with humor
Created by Innocean, the 40-second hero movie titled “New Daybreak” sees potential IONIQ 5 consumers trying to find the automobile model utilizing voice know-how on their telephones solely to be taken to the fallacious store as a result of their mispronunciation of the model identify. This consists of one man being taken to a salon referred to as Excessive ‘n’ Dye and one other man being directed to a meals van referred to as Excessive-Finish Pie. Ultimately, a lady corrects somebody’s pronunciation whereas climbing into her strategically parked IONIQ 5 automobile.
Alongside the movie, there may be an audio marketing campaign for good audio system, whereas social media will promote the web sites for the varied pretend outlets that function within the advert itself together with a Hawaiian Tie store and a pub referred to as the Highland Eye.
Inside every week of launch, the corporate revealed that the movie has a 44% accomplished View By way of Fee on YouTube, the model’s highest ever, and it has achieved an advert recall lifetime of 26%, larger than its common of 16%.
The inventive temporary additionally said the necessity to replicate Hyundai’s model persona, which Wolfe describes as being a frontrunner in know-how that’s “striving for the longer term for mobility options,” whereas producing vehicles which can be leading edge and which can be “doing one thing otherwise.”
We wished to distinguish the previous from the longer term, create what we name ‘the brand new daybreak’ for the model.
Richard Wolfe, head of name communications for Hyundai Motor UK
Main the event of the inventive idea for the marketing campaign was Dom Sweeney, head of inventive at Innocean UK, who admitted that the concept of tackling how folks say the identify had been round for some time, having labored with the model for a few decade.
“It didn’t really feel proper for British folks to be advised how they need to be saying stuff. It’s not one thing that British folks are inclined to react to significantly nicely as nicely,” defined Sweeney. However with the rising curiosity within the model’s electrical supply, that feeling modified.
“The complication got here in how we have been going to do it with out actually upsetting lots of people, with out being patronizing or speaking all the way down to them. That’s the place we have been pressured into utilizing humor, regardless that it’s one thing that we’ve all wished to do for ages, as a result of you may’t do it with out having your tongue firmly caught in your cheek. You may’t take your self too critically as a result of in any other case it will possibly come throughout badly,” he added.
The marketing campaign has additionally been launched in the beginning of “a giant yr” for Hyundai which is able to quickly launch the IONIQ 6, already obtainable for pre-order with additional product launches to return later in 2023.
“The brand new model positioning ties in properly with that and they’ll hyperlink collectively,” defined Wolfe.
”What we’re seeing via this marketing campaign is that it’s inflicting extra folks to return and need to discover out extra about Hyundai. There’s the road within the advert, which is, when you thought you knew our vehicles and tips on how to say it, then possibly it’s time to assume once more. So we’re attempting to encourage folks to return discover out extra about us,” he added.
