Find the Right i30 For You in Hyundai’s latest integrated campaign via Innocean Australia
No matter what you are looking for in a small car, there is an i30 for everyone in Hyundai’s latest ‘The One For You’ campaign via Innocean Australia.
The integrated campaign highlights how the comprehensive i30 model range means different things to different people; from base model value to hot hatch performance, and sporty trims to fully spec’d variants.
To help people better understand which model could be THE one for them, the campaign moves away from the usual motor industry jargon, highlighting individual model characteristics and features in a more everyday style.
The campaign aims to appeal to a broad audience by demonstrating that the compact i30 is suitable as your first or last car, through to a great city run-around or punchy track ready car. A comprehensive digital campaign unpacks the different variants online and also retargets prospective buyers with more information about each of the i30 models, once they’ve shown interest in a particular model.
Directed by Revolver/Will O’Rourke’s Leilani Croucher, ‘The One For You’ is set to run across television broadcast, digital, social and point of sale.
Says Bill Thomas, director of marketing, Hyundai Australia: “A conventional marketing approach landing one or two key messages would not have worked in this instance as our i30 range is so broad you’d be underselling other value adds. Instead, Innocean delivered on a personalised campaign to really help people navigate the i30 model that’s right for them.”
Says Paul Bruce, creative director, Innocean Australia: “Every i30 is different and so is every reason someone drives one. And, every i30 has a different personality and so does every owner. We really wanted to capture all that rich character in the spots and the language.”
Client: Hyundai
Director of Marketing: Bill Thomas
Creative Agency: Innocean Australia
ECD: Steve Jackson
Creative Director: Paul Bruce & Dan O’Connell
Producer: David Steindl
Group Business Director: Philip Sherar
Senior Account Manager: Deborah Lia
Head of Digital: Trevor Crossman
Senior Digital Producer: Alyson Andrews
Lead Digital Developer: Dario Crucitti
Digital Developer: Tao Zhang
Production Company: Revolver/Will O’Rourke
Director: Leilani Croucher
Managing Director & EP: Michael Ritchie
Executive Producer: Pip Smart
Producer: Anna Mannix
DOP: Andy Commis
Casting: Citizen Jane
Editorial: The Editors
Editor: Leila Gaabi
Post Production: Heckler
Executive Producer: Bonnie Law
Typography & Design: Luca Ionescu
Animators: Jo Fong & Michael Chen
Colourist: Greg Constantaras
VFX Supervisor & Online: Jamie Watson
Music & Sound Design: Otis. Lukas Farry & Alejandro Gomez
18 Comments
It sucks when we put people into categories. But i guess it makes marketing easier for big $$ corporations.
No algo-aussie men here by the way.
…you gotta craft the SHIT out of it. Nasty typography, rubbish music and not that well shot. I suggest you look at similar “no idea” work and learn from it. Makin’ it slick is key and you haven’t got anywhere close to nailing it.
It’s neither cool or funny, just a weird muddled mix of stuff. Unfortunately the average lighting is the cherry on top.
Those cars are lit terribly…
holy shit thats bad from top to bottom. if ur gonna do the retro music thing, make sure it’s well produced.
Actual. Lol. Who writes these comments? They’re so funny.
People with an actual clue outside their rimming club
Clients, agency producers, CDs, creatives etc.
This entire campaign looks and feels like a year 10 graphic design work experience kid did it. Terrible.
Feels Fresh
It’s got a unique look
Cars look great – if you want them to look like they’re in a studio then make a different ad
Great Casting
Well Executed
It’s also youthful, different and fun
And seems to have gotten a few noses out of joint in the process
I heard MMM Bop walking to lunch today. Some people love Hanson too.
I like the excitement built up for the i30n but this ad literally takes your breath away.
This is so lame on every level, just like the so called ‘creative’ work done by the certain ‘senior creative’ bods that produced the ‘big head’ work for this brand. Seriously this is embarrassing, but then again what do you expect?
Please post ‘Big Head’. No idea what it is. But have to agree that there is an irrefutable correlation between the arrival of the filer and the agency’s work becoming appalling. There ECD is super talented yet he can’t make anything even average. Blame elsewhere.
Shows ya tits.
To be fair, at least the big head ad had an idea and was trying to do something different. If you want to throw mud at the agency – which seems to be your agenda – you should consider ‘animals’ with the dodgy hyena riding a motorbike. The worst car ad ever seen on Australian TV.
Absolutely adored berlei boobs but this is bad.
This is kind of like a home brand version of the Honda HRV campaign from Leo’s (except that actually had an idea behind it).