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 2 of 2)
jsjs @ Feb 18th 2008 10:12PM
“They're still just Hyundais.”
And nobody is saying that they aren’t.
Yeah, Hyundai will never have the panache that a BMW or Mercedes has (btw, BMW didn’t exactly have a premium reputation back in the 70’s and early 80’s), but that doesn’t take away from the fact that the Genesis may be a very good auto (heck, in Europe, Mercedes doesn’t merit as much of a prestige factor as it does here).
Remember, the Genesis’ prime purpose to the bring up the image of Hyundai as a whole (up to that w/ Toyota, etc.) until Hyundai in 5-7 years is ready to launch an upscale brand.
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“It just bothers me when people put these new Hyundais on par with BMW and MB.”
Have you driven one? Putting aside the “prestige” factor – the Genesis may very well come close to BMW/MB (probably closer to MB since it has been reported that Hyundai went for a “softer/more luxurious” ride.
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“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.”
How do you know Hyundai doesn’t build cars w/ passion? Is that even something one can ascertain?
Sorry - but you seem like a person who is totally into superficial image/facade.
Tragedy @ Feb 18th 2008 10:17PM
You're right. I'm no fan of Hyundai, but they sure are more reliable than a Benz or BMW. I've owned a BMW M3 in the past, and once the factory warranty expired...the electrical system took a dump on me. My girlfriend's '06 SLK had to have its electrical system and computer replaced twice within the first 18 months of ownership. J-cars from now on, I vowed.
Brian W @ Feb 18th 2008 10:31PM
"Says the guy whose never driven a Hyundai. I guess all the car magazines and reviewers are wrong and you are right, dumbass. lol"
You mean like when JDPowers says their 3 year quality is down?
Long term tests that complain about the wear of Hyundai's?
Value doesn't mean Quality.
I build cars for a living and I know people that work for Hyundai, do you?
You just repeat crap that you read on the Internet and treat it as a fact.
Talk about dumb ass sheep.
jsjs @ Feb 18th 2008 10:32PM
"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."
-------------
Again - Brian W w/ his incorrect ramblings.
There is little price advantage in labor, etc. costs that Hyundai has in manufacturing in Korea as opposed to Japan - esp. since the won has appreciated considerably against the dollar while the yen has weakened.
As for the 3-year quality results - Hyundai only started to focus on quality 7 yrs ago and since then, has closed the gap w/ Toyota (just 1 point below Toyota and Honda in the UMichigan/Ross CSI index; plus, it's not the V-6 Sonata that CR gave a black circle to, but the Camry V-6).
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"I actually talked to a Hyundai employee about launching a seperate brand, but he was like "what the hell are we gonna do with ONE car?"
It's amazing how so many people are incapable of getting this simple concept (plus, consumers aren't ready for a prestige brand from Hyundai until it is seen as being equitable w/ Toyota/Honda/Nissan - and the Genesis sedan and coupe are just the models to do that).
BowserUSC @ Feb 18th 2008 10:51PM
I watched the superbowl and I can honestly say I have no recollection of these commercials when they were aired. There were a few commercials that stuck in my head but these two commercials I cannot for the life of me remember.
John @ Feb 19th 2008 1:41AM
Brian W "builds cars for a living," huh? Bull crap.
jsjs @ Feb 19th 2008 2:27AM
"You mean like when JDPowers says their 3 year quality is down?
Long term tests that complain about the wear of Hyundai's?
Value doesn't mean Quality.
I build cars for a living and I know people that work for Hyundai, do you?
You just repeat crap that you read on the Internet and treat it as a fact.
Talk about dumb ass sheep."
LOL! I guess Brian W isn't bright enough (not surprisingly) to realize that he is GUILTY of doing what he accuses others of (gee, I wonder where he read about the JD Power study?).
Notwithstanding the fact that for the 2005 rankings, JD Power stated that Hyundai had 260 problems per 100 vehicles. For 2006, it DROPPED to 253. For 2007, it DROPPED to 228 problems per 100 vehicles.
Once again, the troll can’t get his facts right.
And good for you Brian - there is no shame in being a line worker at an automobile manufacturing plant.
RDL @ Feb 19th 2008 5:43AM
RJ @ Feb 19th 2008 2:03AM:
"They said the same thing about Toyota in the 70's, and Lexus in the early 90's; look where they're at now."
Yes. Even more impressive, the Korean cars seems to be evolving way faster than the Japanese cars did.
Me, I'm just waiting for the Genesis Coupe...
XJ @ Feb 19th 2008 9:35AM
Don't worry about Brian W. He obviously works for another car company and is worried about Hyundai's rise in quality. Probably wishes his car company could do the same, or rant in blogs about the competition, lol.
Plarne @ Feb 19th 2008 1:19PM
3 Hyundais: Two Sonatas, both were GLS V6's: 99 and 04 models( 99 had leather , etc..top model then, MSRP was 21K with sunroof, etc... got it for under 18K).
The other? A 2001 Tiburon.
99: 119,000 miles when traded in for a Scion.
Problems: leaky radiator,103K, needed new alternator at 3 years/64K miles..new Recirculation valve at 37K miles...
3 times in 3 years, under warranty, they replaced the shifter chip in the engine( fuzzy logic..learned your "driving pattern", supposedly, and adjusted up and downshifts, iirc)...
window regualtors blown before 36K.
63 miles to dealership, one way.. for all these repairs..lots of time lost(work) and money.
01 Tibby: good until 99K, needed new bearings/axle combo up front, then at 103K, tranny was nearly dead...basically forced to buy the Sonata( th ecar was stranded after spouse took it there on way to work and it would not move a few times after getting the green lights).
04 Sonata: window regulators blown by 33K.
at around 48K miles(last year, only 3 years old)...was told they needed to Replace the Rotors....for 600 dollars...ummmm.NO.
We dumped it for a Ford Focus SES.
No regrets, so far( at 7,500 miles/3 months).
If you have kept tabs on Hyundai like I did for years(since 97, until 07).... you would know Hyundai wanted Over 500,000 units sold, since 05... hasn't happened yet(there's a reason).
1) lack of dealerships(close by)
2) The dealership I went to may havebeen aprt of the reason why the rotors fried... they said I had 15K miles left on pads at 42K miles...seems they were wrong..very wrong.
Think they may have exaggerated to get $$$$ from repairs, IMHO.
3) The 04 Sonata seemed like a step backwards from the 99..Noisier, Thirstier( we got 31MPG on a 210 mile trip.... the same trip with the automanual 04 Sonata....automatic..alll 3 cars....best was less than 28 MPG)...not as nice(despite the problems of the 99, it was more like a slightly smaller xg350...).
Now their MSRP's are up to the rest... the Sonata is above the Camry right now!
I would rather look at the new Malibu.
If you want one, buy it. I made the mistake of not buying the 23K MSRP Maxima(for 21K on sale)... in the Summer of 99..due to rude sales staff.
I bet the Maxima wouldn't have broken down so many times...and could have Made Money on trade in.
That was a nice car..the Nissan dealership was like a used car lot attitude, though.
dumsob @ Feb 20th 2008 9:17PM
Seriously, do you think all hondas and toyotas are problem free? I know i can find equally horrible stories about used toyota nissan honda chevy etc. cars...
After reading your previous comments, i can only say you just come here to bash hyundai....
dumsob @ Feb 20th 2008 9:34PM
reading your posts once again..
I was appalled that your cars have nearly 150,000~ 200,000km's on them and you are still complaining like if they were new cars!!!
AND PLEASE, go look at how many times maxima was recalled...before you make an uneducated assumptions like "I bet maxima won't have broken down"
3seriesisking @ Feb 19th 2008 2:59PM
Any of you that can come in here and tell me that Hyundai builds cars as good or better than some of the premium auto makers have got to be out of your minds. So sure, go ahead and bash me for the fact that Hyundai is what it is. You can argue reliability all you want but thats not all that makes a great car. Hyundai lacks many other things like performance, styles, and over all fit-and-finish. Great for Hyundai they are making better cars, they're going to have to if they want to make headway as a company. But when you start putting out commercials aimed at BMW saying whatever new car has more room than a 7, faster than a 5, and priced like a 3. Then you start making problems for yourself because Hyundai IS NOT in the same league my friends. That's just a fact. So sure, got ahead and attack me for stating the truth. Hope doing so makes you feel better about yourself.
jsjs @ Feb 19th 2008 4:43PM
Are you clueless?
Nobody in their right mind is going to think that Hyundai is equal to BMW (btw, both BMW and MB have also had their issues w/ fit and finish, not to mention using hard plastics).
However, for advertising purposes, it is a prudent thing to do (which is why Ford compared the Edge to the X5 in a commercial).
While no one is likely to think a Hyundai = BMW, otoh, comparisons to Toyota or Nissan no longer seem so far fletched.
XJ @ Feb 19th 2008 4:50PM
Lol, 3seriesisking. What's wrong with saying "more room than a 7-series faster than a 5 and priced like a 3", if it's all true? In THAT regard, the Genesis has something to boast about if you ask me. BTW, not sure how you can say that their performance is not in the same league and that it is a "fact". 0-60 for the Genesis 4.6L = 5.3 seconds est. (LS460 = 5.8s, S450 = 6.0s, 745i = 6.0s). 5.3 seconds is pretty damn quick for a car this size.
gmporschenut @ Feb 19th 2008 9:37PM
new grill reminds me of a lincoln, and the headlights fenders like a weird mercedes/saab mix
Jarett @ Mar 4th 2008 10:27PM
ok! lets get this straight please! First of all in 2006, Hyundai had only **102** Problems per 100 vehicles... the worst on the list was Land Rover with 204! How do I know this? Because a click away from this screen I am looking at it right now. from 1'st being porshce with 91 -100 vehicles, to 2nd Lexus - 93 - 100 vehicles .. and 3rd HYUNDAI - 102 - 100.
4 5 6 belongs to toyota, jaguar and honda. SO LOOK AGAIN!