The campaign is airing in 15-, 30- and 60-second versions across broadcast and digital, as well as social and influencer posts.
Steering the conversation
While the campaign’s overall premise resonates broadly, that it targets African American consumers by referencing a social media trend embraced by the community is explicitly by design.
Citing the Black consumer as “a $300 billion opportunity for businesses,” Culture Brands’ first work for HMA “Okay Hyundai!” launched in fall 2021, using a popular cultural reference in which a person compliments something by putting emphasis on the word “okay” before stating the subject of admiration. (Google Pixel previously used the reference in an NBA campaign.)
The ongoing campaign has since won several awards and increased brand awareness in the market, with Hyundai eager to continue the momentum.
“While we continue our exploration to innovate and exceed customer expectations in a fast-growing EV market, we want to build a culture where we connect with people on their own terms and in relevant ways,” said Erik Thomas, HMA’s director of experiential marketing, in a statement.
“In our latest extension of the ‘Okay Hyundai’ theme, our goal is for the viewer to see Hyundai as progressive, sophisticated and streamlined, just like our real-life couple.”
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