Hyundai has launched a worldwide advertising campaign aimed at creating a more uniform global image as the company sees the need to prioritize brand management “at the moment.” According to Wonhong Cho, chief marketing officer for Hyundai Motor Co., the company is now spending more to have its name known to the world, as the brand becomes more popular outside South Korea.
Cho said the company aims to present the same target image across the world, and plans to accomplish it by choosing one image and one campaign. Hyundai’s latest advertising campaign concept was focused on the automobile as a “life space,” Cho said. On the frontline of the campaign are four 60-second TV spots, which resemble a short-film format and features people experiencing life in their Hyundai vehicles. The company launched the campaign in the United States in May.
One of the advertisements entitled "Family" features a man, together with his family, returning to his hometown. He then visits his old school and then reunites with his mother at his old home. According to Cho, the advertisements are about the customers’ experiences with their Hyundai cars and the Hyundai brand while “they are living their everyday life." He added that the spots are aimed at having their customers think about their own lives and how they can make them brilliant.
The company’s previous ad campaigns were done by regional marketing teams. Cho said that advertising for individual nameplates will still be suited for regional markets. Interbrand's 2011 Best Global Brands Index listed Hyundai as No. 61 out of the top 100 most valuable brands. Among automotive brands, Hyundai landed at No. 8, with Toyota leading the pack. At No. 2 to No. 7 were Mercedes-Benz, BMW, Honda, Volkswagen, Ford and Audi.