Combining advertising with entertainment.
Hyundai has launched an integrated brand campaign and prime-time Seven Network TV series, The Big Trip, created by Innocean Australia, FINCH and Maker Real.
Following the success of Hyundai’s ‘Have you tried it’ brand campaign in 2022, this next installment is turning a road trip from Perth to Sydney into a four-part reality show and brand campaign.
The work aims to put Hyundai into the homes of millions of Australians and reimagine the “iconic” road trip.
The campaign showcases Hyundai’s fleet of electric and hybrid vehicles, including the IONIQ 5 N, Kona Electric, SANTA FE Hybrid and TUCSON Hybrid N Line, crossing Australia in style.
The fully integrated campaign will include an array of content including a social media splash featuring behind-the-scenes footage, plus OOH, and a suite of energetic brand ads hitting TV and cinema, all coming together around ‘The Big Trip’.
‘The Big Trip’ pits four teams of celebrities against each other, with challenges designed to embody the spirit of road tripping and Hyundai’s spirit of trying.
The show, hosted by comedian Dave Thornton, introduces community, human and car challenges, with the eventual winners giving all four cars away to four of their followers and fans.
Hyundai director of marketing and product Andrew Tuitahi said the campaign is a testament to their ambitions as a brand in Australia.
“Multi-channel brand campaigns are one thing, but collaborating on a TV show in an iconic environment, showing our incredible product line up while also paying homage to Australian culture, took immense effort on behalf of everyone involved including our Marketing team,” he said.
Innocean managing partner Adam Hosfal said extending the fourth wall beyond advertising and into entertainment is where a brand can unaffectedly express itself, but so few do it.
“With the combined upshot of brave clients, media sharing a desk with creative, and an unfaltering brand strategy, the possibilities are endless, and not least powerful,” he said.
“Driving a fleet of EVs and hybrids across Australia to create multiple campaigns, while making a prime-time TV show, is testament to the best creative and media minds coming together.”
FINCH head of entertainment Loren Bradley said the collaboration with Hyundai and Innocean to create this fun format reflects their commitment to fresh and entertaining storytelling.
“‘The Big Trip’ is a perfect example of how brands can show up differently for audiences, a concept that we are so excited by at FINCH Entertainment,” she said.
Innocean launched a media division in October with Hyundai as one of three foundation clients.
‘The Big Trip’ kicked off on November 13, with episodes airing every Wednesday at 8:30pm on the Seven Network and culminating with a finale at 7.30pm on December 4.
Credits:
Client: Hyundai Australia
Creative Agency: Innocean Australia
Production Company (Campaign): FINCH
Production Company (TV Series): FINCH Entertainment, Maker Real
Media Agency: Hearts & Science, Innocean Media
Post Production: The Editors
Music: Level Two
Sound Design: Massive Music
Network Partner: Seven Network
