Created by INNOCEAN UK, the campaign is the next step to shift consumer perceptions about the Hyundai brand, bringing anglicised pronunciation in line with global.
Hyundai UK’s new multi-channel advertising campaign by integrated agency INNOCEAN UK, ’New Dawn’ showcases how the iconic South Korean car brand has undergone a transformation through innovation, design and leadership in electrification.
The new multi-channel campaign incorporates TV, radio, online and on-demand services and strives to further accelerate this shift in perception. The simplicity and humour in the campaign paves the way for Hyundai’s shift from the anglicised pronunciation of ‘Hy-un-dai’ to the global pronunciation: ‘Hyun-day’.
The ad, shot by Jeroen Mol at FAMILIA, shows potential IONIQ 5 buyers seeking to find the nearest Hyundai showroom using voice search on their phones. And tapping into something most of us can relate to – we’ve all been there; talking to ‘technology and it not recognise your voice request! Using this universal observation, we take our ‘searchers’ to the wrong misplaced technology-led destinations in response to the anglicised pronunciation. They are directed to fictional ‘High ‘N’ Dye’ Hair Salon, ‘Highland Eye’ opticians and more. Finally, they’re informed “It’s Hyun-day, by the way.”
The advert prompts people to re-evaluate their preconceptions around the brand. The key goal is to shift the perception of the Hyundai brand, supported by its multi-award-winning product line-up and customer service.
Ashley Andrew, Hyundai Motor UK Managing Director said: “Hyundai is a young, innovative and progressive brand which has transformed with great speed. We are proudly Korean with real character and purpose. 2023 is the perfect time for us to properly reflect this in the UK, with a wealth of exciting new product to be launched, including the incredible new IONIQ 6. With this campaign, we want to inject a little humour and personality to our brand which we hope will encourage more people to learn more about Hyundai.”
Dom Sweeney, Head of Creative at INNOCEAN UK adds: “We so enjoyed making this campaign. It is a great opportunity to have a little fun with this amazing Brand that is doing so much to change the way in which we can all enjoy the best in EV cars – using the pronunciation of Hyundai and the joy of talking to technology was a light-hearted way to bring that ‘new’ pronunciation to the UK as a way of noticing all the progression there is within this Brand”.