Magazine article Marketing

Hyundai Adopts a Quality Image

Magazine article Marketing

Hyundai Adopts a Quality Image

Article excerpt

Korean car manufacturer Hyundai this week embarks on a long journey upmarket with its first brand-building advertising through Leagas Delaney.

The new strategy, which abandons the price-led approach favoured throughout the recession, is unveiled in a national press and poster campaign hurriedly mounted only four weeks after Leagas Delaney won the |pounds~8m account from Birmingham-based agency Wallis Tomlinson.

"Over the last few years Hyundai has been in the bargain basement end of the market," says Leagas board director Michael Tack.

"Now we want to take Hyundai from one of those marques selling on price into the heart of the market competing with the likes of Renault and Ford," he adds.

The campaign, which develops reasons to buy other than price, appears on 48-sheet posters, the tabloid press and some of the quality national press. A heavyweight TV campaign breaks in early 1994.

The first wave of ads aims to build a Volvo-like reputation for quality by stressing safety. But it tries to endow the car with a distinct personality with tongue-in-cheek executions.

The starkest problem facing Hyundai is awareness. …

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