Hyundai conducts Full of Life campaign
Hyundai Auto Canada has begun a new advertising campaign for its 2016 Tucson compact sport utility vehicle. Called "Full of Life," the campaign features social media personalities Jay Alvarrez and Alexis Ren, as well as two of their friends. The group spent a week filming their experiences with the vehicle. The 54 hours of video produced were then used to create a 3:30 minute online video, as well as a 60-second television commercial, three 30-second executions and five 15-second ads. The six-month campaign also includes cinema advertising. The campaign was developed by Innocean Worldwide Canada, which also handled media planning and buying.
"I would like to label this Tucson project 'unconventional,' but that really doesn't begin to describe it," said Lawrence Hamilton, director of marketing at Hyundai. "We organized a commercial shoot with a deliberately different approach, using equipment and techniques honed in the social media world. Working without storyboards, a small team with a smattering of resources spent a week in a range of environments capturing a story that positioned our newest compact SUV in a new way. We ended up with more than two days worth of outstanding material that hit the mark so beautifully this experience could very well forever change how Hyundai approaches advertising production."