Hyundai i30 Range Advertising Campaign Focuses on Product Features

NORTH RYDE, AUSTRALIA – April 2, 2009: The new Hyundai i30cw wagon has joined the multi-award winning i30 hatch range. As part of the i30cw wagon launch process, Hyundai is bringing ‘Pav’ the famous Terrier back to the small screen.

A series of six 15 second product-based ads are being broadcast on television, highlighting the key features and the awards that the i30 range has won to date.

“Since the launch of the i30 hatch back in October 2007, we have seen the car’s popularity increase month on month,” said Oliver Mann, Hyundai’s General Manager of Marketing. “Prior to developing this campaign, we undertook research amongst i30 owners and small car intenders. Along with quality and good value, drivers were continually surprised by the unexpected features that the i30 range has to offer. This led us to develop the new campaign theme ‘Full of Unexpected Surprises’”.

Creatively the campaign strategy is designed to appeal to small and medium car buyers, with particular attention to 25-49 year singles or couples looking for a lifestyle vehicle or with particular transport needs. Apart from loyal Hyundai owners, the campaign aims to appeal to those not currently considering Hyundai, as they hold greatest sales potential for future sales growth.

Television
The TV campaign consists of a series of new 15 second spots highlighting key areas of interest, namely i30’s “Unexpected Surprises”. These include the new i30cw wagon, Australia’s Best Car award, Test drive, Cooler Box, 5 star ANCAP and iPodŽ integrated connectivity. The TV commercials will air in a ‘top & tail’ strategy, meaning the ads appear at the start and the end of each commercial break and build upon each other to tell the complete i30 range story.

These ads can be viewed via the home page of the Hyundai website, www.hyundai.com.au

Print
The new i30cw wagon receives special focus within the Print campaign, comprising full colour pages in both press and targeted lifestyle magazines. The three print executions aim to fulfil the ‘unexpected surprises’ promise by depicting a wide range of i30’s surprising features.

Online
Online banner advertising has been created to for TV-affiliated websites such as major news and lifestyle sites, and direct lead generation will be also driven through leading automotive websites.

With the i30 hatch entering Australia’s top 10 bestselling cars in Australia in February this new campaign, plus the introduction of the new i30cw wagon, aims to cement the i30 range as a local favourite.