- The leading company in the automotive sector has been one of the first advertisers to adopt Atresmedia’s new “Top News” format, achieving excellent results.
- The campaign, activated by Havas Media, has also been executed on social media through native mentions and sociodemographic targeting, enhancing advertising impact.
Hyundai Motor España, a leading company in the automotive sector, and Havas Media, the brand’s media agency belonging to Havas Media Network, reaffirm their commitment to innovation in advertising media through the activation of standout strategies in an increasingly saturated environment with fragmented audiences. In this way, the company has been one of the first advertisers in its sector to adopt Atresmedia’s new “Top News” format, achieving excellent results.
“Hyundai has innovation deeply embedded in its DNA, and we apply that philosophy to everything we do. In the battle for attention, media innovation plays a fundamental role in building our brand and how we are perceived by the consumer,” says Elena Gris, Marketing Director of Hyundai.
“Top News” was designed by Atresmedia to integrate advertisements organically within the television medium, strategically placing them at the beginning of the prime-time news and before the Noticias 2 summary, a moment of maximum viewer attention, thus avoiding any advertising escape. This privileged placement not only guarantees high impact levels but also achieves high audience ratings, making it a very efficient format that, in addition to being broadcast on television, is amplified in Atresplayer’s live broadcasts.
Hyundai debuted in “Top News” with the KONA model spot, a continuous campaign whose main objective is to continue promoting the new model launched at the end of last year. The results were compelling, with the “golden spot” achieved on May 9 and 16.
Recently, the brand used this innovative format again with the Face Lift campaign for the New Tucson, a communication aimed at consolidating this model’s position as the best-selling in its category. The success continued, with the “golden spot” on June 10, the most-watched ad in the entire automotive television sector, demonstrating once again the effectiveness of this action.
Additionally, the media strategy developed by Havas Media complements this new format with a prior activation on social media, including a native mention in all Antena 3 Noticias profiles, presenting informative content that includes the Hyundai spot and precise sociodemographic segmentation. This comprehensive strategy ensures greater effectiveness and reach of the communications.
Azucena García, Media Development Manager at Havas Media, explains: “It is increasingly difficult to get people to pay attention to advertising, an increasingly scarce and therefore valuable attention. Therefore, it is very important to understand aspects such as the value of each touchpoint, the message location, the user experience, or creativity to continue innovating and creating a media experience that is truly relevant and connects with the audience.”
Both campaigns are aimed at the SUV segment, a highly competitive market where it is increasingly difficult to stand out. With the “Top News” format, Hyundai and Havas Media once again demonstrate that innovation and creativity are key in today’s advertising landscape.