MARKHAM, ON, Sept. 11, 2017 /CNW/ - A marketing campaign developed and run by Hyundai Auto Canada supporting its Elantra compact car has won "2016 Best Marketing" award over submissions from other Hyundai subsidiaries in an internal, international competition.The award is presented annually to the subsidiary that most effectively demonstrates driving business success through innovative marketing.
The "SuperStructure" campaign ran throughout Canada in support of the all-new Hyundai Elantra. The purpose was to communicate Hyundai is the only major global automaker with its own steel plant – Hyundai Steel – and how its proprietary Advanced High Strength Steel (AHSS) was key in the development of the Elantra's SuperStructure steel frame. With AHSS, the SuperStructure delivers consumer benefits in safety (directing collision energy around the passenger compartment), a quiet ride (isolating the cabin from road noise), and improves handling (rigid chassis resists flex, delivering a sportier driving experience).
"The 'SuperStructure' messaging was meant to communicate the investment Hyundai made into developing the frame of the Elantra, a part of the vehicle most consumers don't typically consider when shopping for a new car," said Lawrence Hamilton, Director of Marketing for Hyundai Auto Canada Corp. "The key take-away for the customer is that, if Hyundai went to such great lengths to develop a strong, rigid frame, then the rest of the car must be equally well engineered and built. A vehicle is a major purchase for any customer, SuperStructure was our way to assure them the Elantra was an excellent choice."
Supporting the messaging, Hyundai Auto Canada developed a comprehensive marketing approach that included print, digital, social, and TV advertising focusing on the three consumer benefits, incorporation into experiential campaigns at auto shows and sponsored festivals, and franchise dealership activation kits. The activation kits, in particular, were unique in that Hyundai dealerships were sent samples of AHSS and regular steel in the form of plates to demonstrate the rigidity.
"By any measure, the campaign worked," said Hamilton. "For example, the Elantra set a new sales record for the nameplate in 2016 and our advertisement tracking viewer sentiment showed big lifts in opinion of both the Elantra and the Hyundai brand."
Due to the successful results of the SuperStructure campaign, the messaging and approach was extended into 2017 with the launch of the 2018 Elantra GT 5-door compact car where seven Elantra sedans were stacked on top of a SuperStructure frame to demonstrate its strength. All SuperStructure video campaign elements can be viewed on the company's YouTube channel (www.youtube.com/user/hyundaicanada).
About Hyundai Auto Canada Corp.
Hyundai Auto Canada, established in 1983 and headquartered in Markham, Ontario, is a subsidiary of Hyundai Motor Company of Korea. Hyundai vehicles are distributed throughout Canada by Hyundai Auto Canada and are sold and serviced through more than 210 dealerships nationwide. Hyundai is also the first to offer its zero-emissions Tucson Fuel Cell Electric Vehicle to Canadian customers. More information about Hyundai and its vehicles can be found at www.HyundaiCanada.com.
SOURCE Hyundai Auto Canada Corp.
about Hyundai and its products, please contact: Chad Heard, Senior Manager of Public Relations, Hyundai Auto Canada Corp., Office: (905) 948-6712, Mobile: (416) 559-9640, Email: [email protected]; Jean-François Taylor, Public Relations Specialist, Hyundai Auto Canada Corp., Office: (905) 948-6754, Mobile: (416) 770-0842, Email: [email protected]
Hyundai Auto Canada, established in 1983 and headquartered in Markham, Ontario, is a subsidiary of Hyundai Motor Company of Korea. Hyundai vehicles are distributed throughout Canada by Hyundai Auto Canada and are sold and serviced through more than 221 dealerships...
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