Hyundai Motor America has launched a campaign featuring "everyday consumers" to tout the new Sonata, the Santa Fe, Accent, Elantra and other vehicles. The effort follows a mall tour to Atlanta,
Chicago and Los Angeles that began in May that got consumers to leave unscripted, unedited remarks as they tested various Hyundai models. The remarks are central to the campaign, called "Uncensored"
comprising six TV spots, digital, radio, social media, experiential, CRM and point-of-sale components. The effort began this month and runs through the summer, per the automaker.
"Hyundai
'Uncensored' was born out of the insight that consumers are most influenced by other consumers, so we captured totally organic conversations from people inside our cars and packaged them into an
integrated campaign," said Chris Perry, VP marketing at the Fountain Valley, Calif.-based automaker in a statement. "Going one step further, we're giving consumers the opportunity to drive our cars
and tell their friends about the experience through social media components of this campaign."
The effort, via Innocean Worldwide Americas also tout Hyundai's Assurance program that launched
last year as well as warranty, and fuel efficiency. Advertising will air on both cable and network television, and outtakes will be posted to the automaker's YouTube channel. There is also an
experiential component to the campaign, per the company. One hundred and twenty five non-Hyundai sedan owners will be given a new 2011 Sonata to drive for 30 days. Their comments will be posted
unedited on Hyundai's Facebook site. The second grass roots element is a multi-city ride-and-drive including a video booth where consumers can film their drive impression and post video directly to
their own Facebook page.