Hyundai’s new campaign aims to attract a larger audience by repositioning its Tucson model as a car for all Canadians. The “Tucson Stories” campaign draws on the content of eight influencers – from the culinary journeys of Max L’Affamé to the family adventures of La Famille Venture – who emphasize how the vehicle integrates into their daily lives.
In addition to the collaboration with creators, the media plan includes radio, social media, promotion on Hyundai’s own channels, CRM and dealer activations. Innocean handled media buying and creative.
“By creating a content-first campaign and partnering with Canadian Creators, we are reaching audiences with authentic and relatable stories where they spend the most time consuming media, to help us achieve our goals of increasing Brand Opinion and Awareness and ultimately, sales,” says Peter Assenza, national marketing director at Hyundai Canada.
Assenza tells Media in Canada that the team wanted to go beyond the adventure message because it limited the range of audience they could reach. With the new message, Hyundai recognizes that its customers are much more than just adventurers, says Assenza, who adds that the brand hopes to enhance brand recognition and establish trust by conveying the campaign’s messages of reliability and longevity.
The change of direction of the brand is also due to increased competition in the automotive industry, notes Assenza. According to him, the compact SUV segment in Canada is the most competitive, as it represents the highest volume of sales (nearly 40% of a total industry volume in 2023) and continues to grow.
The brand’s target audience are Millennials, with or without family, who are stressed, anxious and connected, but always optimistic. Marcio Beauclair, VP of strategy at Innocean Canada, says this is an important target for Hyundai because it is a group that has grown and achieved a level of success that allows them to invest in large purchases such as vehicles. They are media savvy and aware that brands are trying to sell to them, so they are looking for brand authenticity and want to be recognized, informed and entertained, he says.
