Driven to new heights by huge sales gains in 2009 and an impressive start to 2010, Hyundai Auto Canada is going to the Super Bowl for the first time.
Hyundai’s current Canadian campaign has focused on quality and cost benefits under the tag line "Smart is in."
However, the global Hyundai brand is beginning to promote its "fluidic sculpture" design philosophy.
The design focus is being integrated into the "Smart" positioning by agency of record Bensimon Byrne with two ads set to air in the first quarter of Sunday’s Canadian broadcast.
The first ad, for the Sonata, will hinge on the line "smart is a sedan that is music to the eyes." The second spot for the Tuscon uses the line "smart is irresistible." Both spots rely heavily on computer animation.
"Right now ‘smart’ is being responsible with your finances and recognizing quality and value over the prestige of a brand," said John Vernile, vice-president of sales and marketing for the automaker.
Vernile points to data from Meritz’ New Vehicle Purchase study, which shows the top reasons for buying a new car are "rational," according to Vernile. The top three reasons are value for money, reliability and fuel economy. However, not far down the list in sixth place is "styling."
"While people want value, reliability and fuel economy, if they can get that in package that’s good looking, you’ve really hit a home run," Vernile said.
The ads are still in post-production, and are not expected to be finalized until Friday.
There was initial talk that the brand would adapt some of the U.S. created by Hyundai-Kia’s in-house agency Innocean. However, the U.S. creative concepts are part of a strategy that relies on buying more spots throughout the broadcast to communicate their message.
"They’re spending more on TV than we are," Vernile said, while Hyundai Canada’s budget is "weighted more to online." With fewer spots, Canada’s TV ads have to "work harder," Vernile said, and required original creative to match the strategy.
Hyundai’s Super Bowl buy is part of an internal mantra that Vernile calls "Big voice in big places" that has put the brand in Hockey Night in Canada‘s weekly broadcast and an upcoming run in Cineplex Theatres.
After enjoying a record 103,000 vehicles sold in Canada last year, Hyundai has continued to grow into 2010 with a 32% January sales increase over the same month last year.
