Hyundai Superbowl ads improved brand awareness
Click above to view Hyundai's two Superbowl ads.
While we're hardly advertising analysts, of all the TV spots that we endured while watching the Superbowl, Hyundai's Genesis commercials seemed to be the most clear and cohesive (unlike some other automakers). Apparently, we weren't alone.
Nielsen's Online MegaPanel Survey crunched some of the data it captured from viewers during the game and found that Hyundai's spots were some of the best received. Overall, 43-percent of the people polled said that the ads improved their view of Hyundai's image, while 57-percent thought that the ads were informative – essentially telling them something new – and 45-percent thought the spots where "believable."
Hopefully some of that goodwill transfers over to dealerships when Hyundai launches the Genesis sedan later this year. It's certainly more of a game-changer than Audi's "old luxury" campaign and it may finally pull Hyundai's image out of the bargain-basement brand identity that it's so fervently trying to escape.
We've embedded Hyundai's Superbowl spots after the jump, along with their press release.
[Source: Hyundai]
PRESS RELEASE
HYUNDAI SUPER BOWL ADVERTISING YIELDS HIGHEST POSITIVE IMPACT ON THE BRAND
FOUNTAIN VALLEY, Calif., 02/18/2008 Hyundai's Super Bowl advertisements did the best job of boosting brand opinion according to two leading marketing research firms. The Nielsen Online MegaPanel Survey, post-game study showed that 43 percent of respondents had improved their opinion of the Hyundai brand – the highest of any automotive advertiser. In addition, in comScore's 2008 Super Bowl post-game survey, Hyundai garnered a 45 percent increase in net brand improvement, the highest figure of any Super Bowl advertiser.
"Our goal was not necessarily to entertain, but to inform, build awareness and position the car. We wanted to be thoughtful," said Joel Ewanick, vice president of Marketing for Hyundai Motor America. "The ads needed to breakthrough the clutter, give the viewer a quiet moment and differentiate Hyundai from what the other companies were doing and it clearly worked."
Nielsen's Online MegaPanel Survey Post-Game reported that 43 percent of the respondents said that Hyundai's Super Bowl ads had improved their opinion of the brand, 57 percent said that the ads told them something new and 45 percent indicated that the ads were believable. Hyundai's advertisements demonstrated the most positive brand impact of consumer opinion of all auto companies advertising during the Super Bowl according to the Nielsen survey.
comScore, a leader in measuring the digital world, released the results of its annual post-game survey of U.S. Internet users who watched the Super Bowl. Hyundai's advertisements for the Genesis had the most positive impact on the brand of any Super Bowl advertiser.
Goodby, Silverstein & Partners led the creative development. The two all-new spots are consistent in theme and tone with the "Think About It" campaign launched in September 2007. Focused on the all-new Hyundai Genesis rear-wheel drive luxury sedan, the ads challenged traditional assumptions about the luxury category, and positioned Genesis as a new standard in the upscale sedan category.
Hyundai Motor America, headquartered in Fountain Valley, Calif. is a subsidiary of Hyundai Motor Company of Korea. Hyundai vehicles are distributed throughout the United States by Hyundai Motor America and are sold and serviced by more than 780 Hyundai dealerships nationwide.
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Reader Comments (Page 1 of 2)
wrussi 5:47PM (2/18/2008)
acura,
are you seeing this?
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Me Too 6:29PM (2/18/2008)
I doubt that Hyundai will erode MB or BMW client base, but I see it grabbing a big chunk of Lexus + Acura buyers.
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3seriesisking 6:19PM (2/18/2008)
They're still just Hyundais.
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RJ 2:03AM (2/19/2008)
They said the same thing about Toyota in the 70's, and Lexus in the early 90's; look where they're at now.
Yowzers! 12:22PM (3/30/2008)
Don't know what you're talking about. BMWs are BMW's. Hyundais are Hyundai's... ????
3seriesisking, please come to my house and fix all of the stupid electrical problems on my brother's 2004 BMW 3 series(I forgot which 3 series, 325 or something?)
gmporschenut 9:37PM (2/19/2008)
new grill reminds me of a lincoln, and the headlights fenders like a weird mercedes/saab mix
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geocaldwell 6:38PM (2/18/2008)
I have been selling the Hyundai's since 99 when I started they had 4 cars accent, elantra, tiburon, sonata. The most expensive was around 17-18,000.00 and I too thought why would you want to buy one of these. My customers used to compare them to domestics or buy one because it was all they could get. Now with 9 models in their line up my customers look at what the experts say are the best cars in thier class (camery, civic, odysey, crv, ect.......)
and compare the Hyundai to them. Some don't buy after looking at the Hyundai, but I would say that alot have, otherwise they would not be running supperbowl adds for a $35,000 and up car. So you can say "its still a Hyundai", thats ok, alot of Hyundai's compition thought that too. Look to a previous article on this Blog " Toyota considers Hyundai one of their biggest enemies " what does Toyota know that you don't 3seriesisking
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3seriesisking 6:58PM (2/18/2008)
Toyota may be afraid of the competition legitimately. It just bothers me when people put these new Hyundais on par with BMW and MB. Of which they are not even close to in my opinion.
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iSpec 7:02PM (2/18/2008)
'They're still just Hyundais'
Having recently driven a Genesis in Seoul, you might want to drive a Genesis before you make negative comments about this company. My expectations were very high and the Genesis exceeded them.
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K2A1 7:08PM (2/18/2008)
I agree that this is just a another hyundai.
However, it's better hyundai and nobody can deny this fact.
Everyone wanted bigger car, so they made it big
Everyone wanted quiet car, so they made it to drive quietly
Everyone wanted more powerful car, so they gave it 375 horses
Everyone wanted faster car, so they set the ECU chipset of this car to run 0-60 in 5.3 seconds
Everyone wanted all the options above at cheap price, so they set the price range of this car around $30k-35k
This dream-package is just came out, and people are now complaining about this car for no reason, but because they're jealous by the fact that they already bought frikkin Lesucks for $45k
Please name me something that this car's lacked of, compare to its class-competitors.
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3seriesisking 7:14PM (2/18/2008)
I'm not arguing the fact that this is a better Hyundai. I applaud the company for making a better car. However, Hyundai is still Hyundai, they still have a loooooong way to go to be up there with auto makers whole build cars with passion.
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Gary Blomquist 6:17PM (2/19/2008)
How about reserve your judgement after a few Genesis road tests?
A chevy is a chevy.........yeh.......right.....like a chevette and a corvette are from the same root stalk........right?
K2A1 7:25PM (2/18/2008)
I agree with that. They've just came a mile or so in the full-length marathon.
Next 10 years or so would be the hardest period for Hyundai to go through in their history. Just like Lexus has gone through series of challenges in the market since they first appeared on the market, Hyundai will be in same situation in near future, I guess.
However, I want to stress you the fact that they finally began to speed up against giant companies. Nobody knows how well it would work from the launch of Genesis. But we know they may try their best on this great task which obviously will give Hyundai a clear answer of their possibility in America in the future.
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DesiAuto 7:38PM (2/18/2008)
I don't think Hyundai has a loooong way to go... they are here and already eating away honda and toyota share which honda toyota ate away from ford and gm.
I came extremely close to buying Sata fe (superb value for your money). The only reason I didn't buy it becuase of the dealer treatment (the one on plymouth road in livonia, they suck).
Next two-three years and they will be doing even better...
American OEMs should not take any new competitior lightly, because if they do, eventually they will lose portion of their market share.
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Seoultrain 7:52PM (2/18/2008)
Yeah, I would say the dealers are the biggest obstacle for hyundai. These dealers have been selling cheap crap for years, and now they've got all these upscale vehicles. People are going to be cross-shopping these cars with Acuras, Lexuses, Infinitis, and Mercs. Hyundai's dealer experience will have a LOT of catching up to do.
This was one of the many reasons I was hoping for a separate luxury marque. This may be the constant thorn in Hyundai's side.
Brian W 8:49PM (2/18/2008)
The real reason Toyota is worried about Hyundai is because they can build most of their cars a lot cheaper in their own country. Hyundai's three year quality is still no where close to Toyota's.
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MajorGeek 8:43PM (2/18/2008)
Not a Hyundai fan, but as car buffs and internet users, you have heard of Google? Type "Hyundai customer satisfaction" in and see what it returns.
Hyundai Leapfrogs Toyota In Quality
http://www.motortrend.com/features/auto_news/2006/112_news46
Other similar articles from 06 mainly. People I know who have them love them for their price and warranty. Found similar stories going back as far as 2001.
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Doctorwho 9:13PM (2/18/2008)
Says the guy whose never driven a Hyundai. I guess all the car magazines and reviewers are wrong and you are right, dumbass. lol
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Longhorn 9:28PM (2/18/2008)
Nowhere close?
Go rent a three-year-old Sonata that's been roughed up in the rental fleet. I have in Los Angeles. It sure drove better than my brother's four-year old Camry. It emitted less noise, it had less vibration, and the slushbox was smoother than the Toyota's.
And, ever since the new Sonata, the "loooooong" way became a lot shorted. Take the current Sonata, Azera, Eleantra, Santa Fe and the Veracruz and compare it to previous, or even other current Hyundais. Do they look like they're from the same company? No. Do they drive like it? Hell to the no.
I agree that it's not close to BMW or MB. But I'd say the Genesis has a better interior than the C or even the E-class, and it has more horses than most 3 or 5-series sedans. No, it doesn't carry a three-pointed star, and no, it doesn't drive like a Bimmer. But they got a hell of a lot close than merely five years ago.
I wouldn't say a mile out of a marathon. I'd say they're about halfway there. With my recent test drive of the Genesis, I'm seriously regretting picking up a '08 G35 for my year here in Korea.
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Eric 9:29PM (2/18/2008)
I bought a 2001 Elantra when I was a sophomore in college. It was my first new car, and I loved it. Great car, and unmatched value for the money.
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