– The company has launched the new Hyundai INSTER, a more functional car model designed for a younger target.
– Are you in? All in” is the creative concept of the campaign and Innocean Spain is in charge of the implementation in Spain.
– Havas Media was the agency responsible for the media strategy and execution.
Hyundai Motor España, a leading company in the automotive sector, has presented its new model: Hyundai INSTER. Under the slogan “Are you in? All in” the brand aims to approach a younger target through a new, more modern car model, adapting to their lifestyle.
“This launch confirms Hyundai’s purpose of facilitating sustainable mobility for all. INSTER is much more than an electric car: it is a statement of style and freedom. With bold lines and a design that defies convention, spacious, modern, technological and full of energy, INSTER transforms mobility into an experience that connects with you. With this campaign we intend to connect the most versatile urban SUV on the market with a wide audience, ranging from a younger target to a more adult audience,” says the Hyundai team.
The implementation of the campaign has been developed by Innocean Spain and Havas Media with the aim of generating relevance and brand awareness through various actions in two main areas: music and gamification, thus creating a cultural connection with the target audience of the new car model.
In this way, the media activation strategy has been divided into different channels such as television and cinema, radio, social media and music platforms that have allowed the brand to connect with live music lovers.
Special actions with references to Hyundai’s origins
From December 26 to January 22 Hyundai was the sponsor of the second season of the acclaimed series “The Squid Game”, an international phenomenon that is setting trends in the field of entertainment.
An action that reinforces Hyundai’s positioning, generating a cultural link between an audiovisual production and an automotive brand, both Korean. With this sponsorship, Hyundai not only associates its image with a successful narrative, but also takes advantage of creativity to showcase its new model and link it with the main elements of the series.
A milestone in the integration of OTTS campaigns, being the first company to launch a differentiating advertising format in Spain: pre-roll with a link to the series in order to reach its audience in an authentic way and at a time of optimal attention.
Azucena García, Media Development Manager at Havas Media, explains: “This sponsorship has come at a time when brands are increasingly looking to partner with culturally relevant content to reach diverse audiences. Through this action we wanted Hyundai to not only strengthen its presence for certain audiences, but also to establish a cultural bridge that connects the brand’s global values with local audiences.
To reinforce this cultural association, the campaign also featured a giant banner placed in the middle of the M30. The creativity included the main attributes of INSTER and the symbol of the “Heart” or “Korean Heart”. A gesture of love and affection currently used by young people in musical or entertainment environments towards the people they admire the most, as well as in social networks.
With this communication, Hyundai is committed to reinforcing its origins while expanding its reach to new communities, connecting in an authentic way with an audience that shares the same tastes and references.
