Hyundai rhymes with Monday on Global
The car co has an imposing presence during Monday night primetime with a sponsorship-based media strategy.
Monday nights on Global are being presented by Hyundai in a just-announced sponsorship deal around prime time.
‘Hyundai Mondays’ start Sept. 20 on the Canwest main network, with a media plan that includes 15- and 30-second promo spots and network IDs announcing ‘You’re watching Hyundai Mondays.’ Editorial integrations with ET Canada are also included in the plan, in which news stories that cover items relating to that night’s programming will be presented by Hyundai. Airtime around all the shows is non-exclusive to Hyundai, and the brand has purchased inventory for its non-sponsorship specific TV creative.
The promo spots – developed in-house by Canwest and starring ET Canada‘s Rick Campanelli and Hawaii Five-0‘s Daniel Dae Kim – will run throughout the Global and Canwest speciality schedules throughout the fall premiere schedule, which runs until Oct. 4.
Monday nights were ideal for the brand sponsorship not only because of the high-profile new dramas, but because Hyundai rhymes with Monday, John Vernile, VP of marketing at Hyundai Auto Canada, said in a release.
The Monday-night sponsorship media strategy also includes Food Network, Showcase and National Geographic channel, featuring creative tailored to each channel’s look and theme and playing on Hyundai’s ‘Live smart’ tagline. ZenithOptimedia handled the media for Hyundai on the campaign, and non-Canwest specific creative elements were handled by Innocean Worldwide Canada.
‘When we think of media creativity – this personifies it,’ Sunni Boot, CEO, ZenithOptimedia, said in a release. ‘It is a first in market and allows Hyundai to not only stand out in the category but reinforces the larger media idea.’
Mondays are Global’s biggest night for new dramas, featuring the return of House at 8 p.m., new prime-time soap Lonestar at 9 p.m. and the star-studded remake of Hawaii Five-0 at 10 p.m. Global’s fall programming premiere schedule starts Sept. 20.