Hyundai and Canvas Worldwide Reap Big Rewards With Disney Campaign

These and many other imponderables are part of Hyundai39s quotQuestion Everythingquot campaign for the new Tucson The brand has been ratcheting up with phase two of its campaign since June which includes TV ads and digital content that utilize shows and characters from The Walt Disney Co39s huge stable of worldclass programmingamp160Commercials tied to four shows from the Marvel Cinematic Universe are in the mix The Falcon and the Winter Soldier Loki WandaVision and What Ifamp8230Captain America Anthony Mackie is in the midst of handtohand combat as he asks quotWhy do we say 39heads up39 when we mean 39duck39quotLoki Tom Hiddleston wants to know quotIf you39re living on borrowed time do you have to return itquotAnd the action pauses in a segment of the animated What Ifamp8230 long enough to ask quotIf time and reality are a construct what if we could rebuild itquotThe campaign39s origins are explained by Jason Croddy group director of Hyundai brand strategy at Hyundai39s media agency Canvas Worldwide quotWe had the idea pitched to us from Hyundai39s creative agency INNOCEAN USAquot he said quotThe idea was to get the Tucson hooked up with some of the biggest names in pop culture Our task was to actually make it happen Should we make deals with individual actors or go to the big media companies and work with their collective talentquotThe choice was to do the latter and to go big Canvas put feelers out to three companies none of which had ever made a multiseries partnership anywhere near the proposed caliber quotDisney was perfect for us because they have such a large variety of programming Disney Marvel and even some ABC programs such as The Bachelorette and blackishquot Croddy explained quotBut it was a big lift we were on the phone with them and with ABC 40 to 50 times a day working out the partnership None of us had dealt with something on this scale it wasn39t just one or two showsquotAs to the commercials themselves Croddy said the idea was to create ads big enough to run on the Super Bowl even if they never actually appeared there quotIt39s hugequot he assertedamp160quotWe have the first appearance of the new Captain America in daylight We have Tom Hiddleston as Loki continuing exactly where one of the most popular movies in history left off It was a big crazy idea but it workedquotThe Disney partnership is proving very effective quotWe39re seeing social media highvalue actions up 150quot said Kate Fabian Director of Marketing Communications at Hyundai in the US quotBrands are looking for partners that enable them to reach broad audiences We have different vehicles for different life stages and across its portfolio Disney has the content we needquotHyundai is moving up in Interbrand39s Best Global Brands Rankings In 2021 it placed 35th up one notch from 2020 According to Interbrand Hyundai39s global brand value rose 63 yearonyear to 152 billion in 2021 marking its seventh straight year among the top 30something brandsThe Hyundai Tucson is 20 of the company39s sales in the US so it is critically important to the brand in a very competitive segment Fabian said the Tucson and Santa Fe are outperforming the bestselling Nissan Rogue in online searches As consumers check the price and their dealers39 inventory search volume has gone up 50 compared to preDisneycampaign levelsObviously Disney and Marvel stars are iconic and extrawide in their appeal and ability to get a conversation going quotDisney gets 30 billion social views and reaches 89 of the US populationquot Fabian said quotWhen we dropped the Loki spot the response was phenomenal People were saying 39I couldn39t be prouder to drive a Hyundai39 These characters have huge numbers of fansquotquotWe are thrilled with what INNOCEAN USA and Canvas came up withquot Fabian said quotWhat we have is a true partnership working closely with the writers of the shows You could say we were brought into the Marvel universe in a very collaborative wayquotMindy Hamilton Senior Vice President of Partnership Marketing at The Walt Disney Co said intense effort went into the Marvel ads quotWe were dedicated to creating custom content calibrated to the precise needs of Hyundaiquot she said quotWe scripted produced and managed creative for the spots The result is a sophisticated compelling creative campaign that we39re incredibly proud of and believe will resonate with Marvel fansquotMarvel actually produced the spots ensuring that the action fits in to the closely guarded universe of the programsThe quotQuestion Everythingquot ads can be seen at top or on Hyundai39s YouTube channelThe ads are funny and Fabian said that brands quotcan39t take themselves too seriously But there39s a lot of clutter out there and we wanted an engaging campaign that would amount to a conversation with consumers Our spots are causing people to take a moment and go 39Oh what was that39 It39s humor and a bit of provocationquot After all as Elizabeth Olsen of WandaVision wants to know quotWhy do they call it the Golden Age of television if it39s all in black and whitequotThe Tucson was completely redesigned for its fourth generation in the 2022 model year and Hyundai is hoping that the quotQuestion Everythingquot message translates into consumer recognition that the company did exactly that in improving the vehicle The crossover is now longer wider and taller with available hybrid and plugin hybrid versionsClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Hyundai and Canvas Worldwide Reap Big Rewards With Disney Campaign

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Jim Motavalli

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