The marketing campaign is airing in 15-, 30- and 60-second variations throughout broadcast and digital, in addition to social and influencer posts.
Steering the dialog
Whereas the marketing campaign’s general premise resonates broadly, that it targets African American customers by referencing a social media development embraced by the group is explicitly by design.
Citing the Black client as “a $300 billion alternative for companies,” Tradition Manufacturers’ first work for HMA “Okay Hyundai!” launched in fall 2021, utilizing a preferred cultural reference wherein an individual compliments one thing by placing emphasis on the phrase “okay” earlier than stating the topic of admiration. (Google Pixel beforehand used the reference in an NBA marketing campaign.)
The continuing marketing campaign has since received a number of awards and elevated model consciousness available in the market, with Hyundai desperate to proceed the momentum.
“Whereas we proceed our exploration to innovate and exceed buyer expectations in a fast-growing EV market, we need to construct a tradition the place we join with individuals on their very own phrases and in related methods,” stated Erik Thomas, HMA’s director of experiential advertising and marketing, in a press release.
“In our newest extension of the ‘Okay Hyundai’ theme, our purpose is for the viewer to see Hyundai as progressive, refined and streamlined, identical to our real-life couple.”
