After weeks of taking the same routes around our homes Hyundai welcomes Aussies back outside in a new campaign via Innocean Australia
Hyundai is welcoming Aussies back outside, heralding our newfound freedom as restrictions are lifted on intra-state travel in a new campaign via Innocean Sydney.
As Aussies are feeling good about finally getting out and about, it means the good old Aussie road trip is back on the agenda.
‘Welcome mat’ (above) appeared in press and OOH, breaking just ahead of the Queen’s birthday long weekend, the first weekend when intra-state travel was permitted across most states.
This is accompanied by a second longer running social campaign on Facebook and Instagram which highlights the journeys people have been taking in their homes these past few months: from the bed to their work station at the kitchen bench, from bed to home schooling, from inside to camping out in the garden or on the balcony, from the couch to picking up delivery at the front door. But after long weeks taking the same routes over and over again, it is finally time to explore some new ones in the outside world. Using geo-location, people are invited to swipe to discover a selection of ‘New Routes’ within their state.
Says Kevin Goult, director of marketing, Hyundai: “When presented with the concepts it immediately felt relevant to the current environment that we are all in. Recognising customers would have missed driving their Hyundai as part of everyday life, we wanted to help with a few destination suggestions.”
Steve Jackson, ECD, Innocean: “There’s nothing like a road trip to blow off the lockdown cobwebs, so we and Hyundai were as just excited as everybody else to get back on the road, visit some new places and support our regional communities around Australia.”
View the campaign hub here.
Client: Hyundai Australia
Director of Marketing: Kevin Goult
Marketing Strategy Manager: Nick Cook
Marketing Coordinator: Emma Austin
Creative Agency: Innocean Australia
Executive Creative Director: Steve Jackson
Creative Director: Dan O’Connell
Art Director: Rod Soares
Copywriter: Rod Cunha
Head of Digital: Trevor Crossman
Digital Producer: Mitchell McCausland
Designer: Tao Zhang, James Searchfield
Developer: Dario Crucitti
Production: Warrick Nicholson
Studio Manager: Juliana Bacmaga
Group Account Director: Philip Sherar
Account Director: Vincent Pled
Photographer: Gary Sheppard
Retouching: Cream Electric Art
25 Comments
Gosh the craft on these are so bad.
Gosh, you are illiterate.
It’s ‘the craft on these is so bad.’
Mind you I’m not really sure the people who do house plans spend a lot of time crafting them, so your negative point is just sad.
Nice work! Simple stuff.
But lovely
Nice one Rods!
Sometimes some ideas are not worth the PR.
Dumbass comment.
the welcome mat on the other side of the door.
not too sure about the floorplan ones
Pretty sure the consumers who see these will find them confusing, given they have no indication as to who they are from by way of branding, logo etc. Nice simple idea. But agree, the execution is poor.
If you look at the last example in the phone is whacking great logo for Hyundai. Does that help?
I missed that. When they were submitted to look like a series of print executions, that’s what I thought they were. Can you make it clearer next time?
Typical shaming of those living in studio apartments. And of course the lady is sitting in the passenger seat, yet again.
Context provided in the insitu.
Pretty sure a credits list of that length wasn’t going to miss a logo. ><
Ad for a divorce lawyer, or car?
what’s up with taking the route through the island bench to work? And why is the TV perpendicular to the couch?
https://www.volvocars.com/au/why-volvo/discover/recovery-roadtrip/southern-highlands
These are great, had they not been done, like, a lot!
Remember when Deloitte did that fun Suzuki extra room thing and then you guys did this?
These look like “We need scamps but not scamp scamps… good scamps.”
The welcome mat ad is so terribly retouched. Clearly multiple shots badly put together. Why? Makes the ad look cheap and the brand look cheaper.
The g-maps style print is good, obviously meant to look like that. Anyone who says they aren’t, can take the scenic route.
These floor plan memes were trending on social media months ago when we first had our restrictions.
Not only is the concept a direct copy of the meme, but its 3 months too late.
And judging by the levels of engagement on Hyundai’s social channels – its a bit of a flop.
A campaign for the creatives and not for the intended target audience.
Get your head of out didiBum. Trends come and go, advertising plays off of them. I obviously don’t have my face buried in the various online meme portals you spend your life in, but at the end of the day, it’s still good to see work that has an idea in it make it out into the real world.
Yeah the Rods!
https://fr.adforum.com/creative-work/ad/player/6682415/welcome/volkswagen