Hyundai Breaks 2003 Model Year Advertising

FOUNTAIN VALLEY, Calif., Oct. 14, 2002 Hyundai Motor America is set to launch its new national brand campaign on October 17. A complementary campaign will break simultaneously to support the four regional Hyundai Dealer Associations.

Created by The Richards Group, the "Win" campaign targets smart, down-to- earth consumers and presents Hyundai as the right brand for people who always seem to have the right perspective -- those who are "winners" at life.

"The 2003 model year advertising embodies the winning spirit of the brand and the people who own Hyundai cars," said Hyundai Motor America president and CEO Finbarr O'Neill. "It's also reflective of the drive the company and the dealer associations have to elevate Hyundai's position to that of a tier one manufacturer."

The advertising is the first created for Hyundai Motor America by The Richards Group, Hyundai's agency of record, which took over the account last spring. The campaign's new tagline "Win" replaces "Driving Is Believing," which had been used for four years. The "Win" tagline was developed after extensive consumer research and is the centerpiece for the branding campaign.

"Over the past few years, Americans have gravitated toward a set of down-to-earth values," said Roger Baxter, account planning director for The Richards Group. "Hyundai owners, in particular, seem to have their heads screwed on straight -- about their money and life -- and we saw those same values in the Hyundai brand."

"The 'Win' direction came straight from Hyundai owners," said Stan Richards, founder and creative director for The Richards Group. "We wanted to showcase the connection between Hyundai consumers and the brand by showing owners as winners in life's everyday situations."

The campaign kicks off with a 60-second "Anthem" TV spot, which features a montage of simple winning moments in the lives of Hyundai owners. Against that backdrop, a voice-over reminds us of the human qualities that make those moments possible. For example, you win "when you have a different definition of wealth," "when you can be counted on," "when you ignore trends, but embrace change," and "when you do more than you have to and get more than you ever expected." Other TV spots carry similar branding messages.

Hyundai's national brand advertising campaign will begin with television spots airing on national network, cable and syndicated programming. Print ads will appear in national publications. Breaking at the same time will be local market TV, radio and print, as well as a full range of dealer showroom point- of-sale materials.