“You decide better than you think” and “When you decide you will not say anything but there will be signs.”
These are two of the phrases expressed by the voiceover in Hyundai’s new campaign.
The brand has presented “Get on with your decisions”, a new positioning in Spain with which it seeks to build beyond the product and focused on the value of personal choice. The initiative comes at a strategic moment for the company, in the midst of a transformation driven by technological innovation and aligned with its global vision. Progress for Humanitywhich connects mobility, sustainability and brand experience.
Developed by Innocean Spain with the strategic collaboration of Picnic and the media planning of Havas Media, the campaign is based on a research process aimed at identifying a relevant insight in the Spanish market: the positive perception generated by those who choose Hyundai. From there, the brand builds a story that moves the focus from the vehicle to what that decision says about the person.
“At a time of growth and transformation, this campaign goes beyond the product, seeking to generate cultural relevance and long-term connection”Elena Gris pointed out. Marketing Director at Hyundai. Along these lines, the company proposes a brand platform that aspires to consolidate over time and be deployed in multiple formats and contexts.
The strategic development has been led by Picnic, which has identified in Hyundai’s choice a symbolic dimension linked to trust in its own judgment. “We discovered the positive surprise of those who choose a Hyundai. The campaign capitalizes on this effect to appeal to what that decision says about the driver”explained Alex Pallete.
From this base, Innocean Spain has translated the approach into a creative proposal that places the individual at the center of the story. “We wanted to tell them that their way of deciding in life is unique and that they value themselves,” commented Óscar López-Sainz, Executive Creative Director at Innocean Spain. The result is a 45-second spot, produced by Antiestático and directed by Kane Kwik, that uses a visual metaphor of everyday decisions to reinforce the idea of personal progress.
The campaign has premiered on television and cinemas, and is articulated in a broad media plan that combines television, CTV, cinema, outdoor and digital activations. The strategy also includes special high-impact actions, such as the integration of the brand for 24 hours in the entire Atresmedia information ecosystem through the “Brand News” format, an initiative that, according to the company, represents a milestone in Spain by linking an advertiser with the set of information content of a media group for the first time.
With “Get on with your decisions”, Hyundai seeks to reinforce its differentiation in the Spanish market through a proposal that connects product and personal narrative, placing choice as the central axis of its brand discourse.
