olivia palmer - Hyundai

For this brief, we were asked to get in front of people thinking of buying a new car, but are on the fence about electric vehicles. We were also asked to portray Hyundai's electric cars as progressive and position them as the best car brand to purchase from.

From our research, we found that ultimately... Hyundai is boring.

The audience are individuals who live stressful and busy lives, therefore require a stress relief. We aimed, therefore, to position Hyundai a the stressless choice and stability that the target audience need, especially given the lockdowns Covid-19 brought on.

Organising idea: Boring is reassuring.

At the forefront of the campaign, a company internal philosophy highlights Hyundai's 'boring-ness' as a celebration rather than a negative. This sets the tone of voice from the get go.

By choosing to hand write our ads, this gives more of an honest tone of voice to Hyundai, therefore not only creating rapport with the consumer but allowing them to look trustworthy.

Introducing bumper stickers brings in some light-hearted fun to the 'boring-ness' of the campaign.

A Spotify podcast allows the consumer to identify and elevate their stress, which is something they all would need after the last year. this allows Hyundai to position themselves as a fun brand, as well as connects them to the consumer to be regarded as trustworthy and down-to-Earth

Spotify adverts will also enhance this message.

To support this message further, interactive web ads drives home the act of 'cutting out the stress', which reflects Hyundai's actions.

Digital ads displayed on Facebook, instagram, Reddit and Twitter.

Direct mail again reinforces the message of 'one less stress' and connects the consumer to the brand.

By introducing trade advertising, Hyundai are attempting to stick out in a sea of glossy spreads of cars that are arguable just as 'boring' as Hyundai. Being so brutally honest with their copy, Hyundai are now in the forefront of the readers mind.