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Hyundai begins We Make Wah campaign

Hyundai Auto Canada has begun a new advertising campaign called “We Make Wah.” It consists of social media content and digital materials, as well as advertising in print, cinema, out-of-home and point-of-purchase formats. According to the company, the word “wah” is the Korean-language equivalent of the English word “wow.” It is intended to “encapsulate the excitement, pleasure and enjoyment the brand strives to impart to every customer’s ownership experience.” The national campaign will begin with online video and social media ads, followed by out-of-home executions in Toronto, Vancouver and Montreal. The creative will featue the word “wah” as well as the Korean ideogram for the expression. The campaign will also make use of Hyundai’s sponsorship of the National Hockey League and the NHL Players’ Association.

“In Korean, ‘wah’ is a single syllable that captures positive emotion in a broad sense,” said June Lim, public relations and marketing executive coordinator at Hyundai Motor North America. “Its versatility allows it to apply to individual experiences for our customers, and shared moments for our entire network of dealers and team members. ‘Wah’ in the context of Hyundai is genuine, it is what drives us to inspire, impress and excite our customers. When I think of ‘wah,’ the Korean definition, for me, is to surprise with joy.”

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