Hyundai is serious about proving that it is more than an entry-level brand with cheap prices.
Its new advertising agency has created a slew of print ads and TV spots that Hyundai Motor America hopes will change that perception and get consumers to think differently about the company.
The first phase of the two-part "Think about it" campaign launches Monday, Sept. 10. It features teaser spots that don't mention Hyundai by name. The thinkaboutit.com Web address in the spots links to Hyundai's Web site.
The campaign's second phase includes the Hyundai name. It focuses more on Hyundai's vehicle quality and warranty coverage than on individual cars and trucks.
The campaign is the first major work for Hyundai by the Goodby, Silverstein & Partners agency since it replaced the Richards Group last spring. The agency change came as Hyundai sought to move its model line upmarket.
Hyundai did not disclose the cost of the campaign.
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