Hyundai has launched what it claims to be its biggest ever integrated campaign to support the launch of its i40 Tourer model in a bid to change perceptions of the brand.
The car manufacturer has developed video content that it says “brings the i40 Tourer to life” and embedded it within print and outdoor poster ads. The video content is then accessed via asmartphone app and allows consumers to explore the features of the car, order a brochure or book a test drive.
Hyundai said the mobile app and outdoor campaign “showcases the future of how we use our mobile devices by bringing the physical and virtual worlds together for the first time.”
The free app, available on Android and iPhone, uses image-recognition technology from Aurasma.
The activity uses the strapline: Why can’t clever cars be stylish? and sits under Hyundai’s recently introduced corporate strapline: New Thinking. New Possibilities.
The car marque will be hoping to improve perceptions of its brand by improving emotional engagement. It was recently identified as one of a number of car brands that lacks style and so relies heavily on price and value messaging, according to the Trend Tracker Car Buyer Brand Perceptions study.
Hyundai said the i40 Tourer “is a sign of how far Hyundai has come in recent years, and truly embodies where the brand is going”.
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