‘Testament to our ambitions as a brand’: Hyundai Australia releases new campaign and TV series
Hyundai Australia has released a fresh, road trip-themed campaign that coincides with its new TV series that premiered last night, via Maker Real, Innocean Australia and FINCH.
Focusing on hybrids and electric vehicles (EVs), the platform comes in the wake of the brand’s ‘Have you tried it’ campaign from 2022.
It leverages a 90-second film that shows the automotive manufacturer’s “IONIQ 5 N, Kona Electric, SANTA FE Hybrid and TUCSON Hybrid N Line” EV and hybrid vehicles undertaking a road trip from Perth to Sydney, moving through Australia’s rural landscapes.
The campaign itself is fully integrated, and will consist of several forms of content, such as out-of-home, behind-the-scenes footage for social media, and cinema and TV advertisements.
It’s all connected to The Big Trip – a four-part reality TV show hosted by comedian Dave Thornton that sees celebrities divided into four teams and compete in human, car and community challenges “designed to embody the spirit of road tripping and Hyundai’s spirit of trying”.
The show’s winners will give the aforementioned cars to fans and followers.
“Multi-channel brand campaigns are one thing, but collaborating on a TV show in an iconic environment, showing our incredible product line up while also paying homage to Australian culture, took immense effort on behalf of everyone involved including our Marketing team. It’s testament to our ambitions as a brand in Australia,” said Andrew Tuitahi, director of marketing and product at Hyundai.
“Extending the fourth wall beyond advertising and into entertainment is where a brand can unaffectedly express itself, but so few do it,” added Innocean’s managing partner, Adam Hosfal.
“With the combined upshot of brave clients, media sharing a desk with creative, and an unfaltering brand strategy, the possibilities are endless, and not least powerful.
“Driving a fleet of EVs and hybrids across Australia to create multiple campaigns, while making a prime-time TV show, is testament to the best creative and media minds coming together.”
Head of FINCH Entertainment, Loren Bradley, also commented on the innovative work, describing it as a case study for how brands “can show up differently for audiences”.
“Our collaboration with Hyundai and Innocean to create this fun format reflects our commitment to fresh and entertaining storytelling. ‘The Big Trip’ is a perfect example of how brands can show up differently for audiences, a concept that we are so excited by at FINCH Entertainment,” Bradley said.
The campaign and show’s release in market comes weeks after Innocean officially launched a media planning and buying division, and signed on Hyundai as a foundational client alongside Sandhurst Fine Foods and Geotab.
The Big Trip is scheduled to air on the Seven Network at 8:30pm on Wednesdays, with the finale booked for December 4 at 7:30pm.
The show can is also available via streaming on 7plus.
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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