automotive

Hyundai Mixes Humor, Family 'Feel-Good' Time For Santa Fe Launch

Summer is winding down, but Hyundai Motor America is hoping families might be up for a few more road trips. 

A national campaign from Innocean for the all-new 2019 Hyundai Santa Fe SUV shows how road trips can bring a family together and give them unexpected quality time.

Hyundai is introducing the SUV as the “Quality Time Machine,” noting stats that show most Americans spend less than two hours of quality time with their families each week -- and that when families are in a vehicle together,  there is an opportunity to have more meaningful quality time.

Starting this week, Hyundai will air three TV spots that feature families creating memories in the Santa Fe.

The advertisements demonstrate the perks of family-friendly preventive safety technology such as the Santa Fe’s safe exit assist and forward collision-avoidance assist, which are standard on all trim levels.

The spots play up the features, but also have a whimsical element to them.

“Humor always resonates with the viewing audience, but more than anything, we set out to create stories that feel genuine and relatable to families,” Paul Imhoff, director of marketing communications, Hyundai Motor America, tells Marketing Daily.

”Quality time together on the road is a mixture of emotions -- from those that make us anxious to those that tug at our heartstrings -- and keeping the stories as honest as possible allows viewers to see themselves within them.”

The Santa Fe is Hyundai’s best-selling SUV nameplate and this all-new model stands out in its segment, Imhoff says.

"Dad, Look" shows how the 2019 Santa Fe’s advanced safety features like Safe Exit Assist keeps even the most curious of children safe. In “Not Flying,” a family bonds on their road trip in the Santa Fe, showing how driving creates better memories than flying. “The Journey” shows how a family finds their way to an out-of-the-way location thanks to all-wheel-drive and other advanced features in their Santa Fe.

The spots will run during Hyundai’s new sponsorship of "Sunday Night Football" on NBC, along with “Late Night with Stephen Colbert,” James Corden’s and Jimmy Fallon’s talk shows, “This is Us,” “The Good Place,” and “Better Call Saul,” among others.

Cinema presence will include spots running before fall films like “The Nun,” “A Star is Born,” “First Man” and “Halloween.” Digital presence includes inventory on the largest OTT streaming partners Hulu, Samsung, Amazon and Roku.

“There is a strong digital component to the campaign, as we have several digital and social media ads that are consistent with the larger theme of the campaign,” says Imhoff. "Auto shoppers go to YouTube looking to explore vehicles before visiting the dealer, so we’ve developed a series of product videos designed for YouTube to increase consideration," highlighting new safety and technology features.

Hyundai will also be creating brand/in-market and Facebook pre-roll to support the campaign. They include "Introduction," "Safety" and  "Technology."

There is also search marketing, social influencer, branded content, dealership point-of-sale materials and auto show support. The campaign runs through mid-October.

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