Innocean creates cinemmercial for launch of Hyundai's all-new Elite i20

The slick, fast-paced 60-second television film has an unmistakable Hollywood spy thriller feel about it

BestMediaInfo Bureau | Delhi | August 14, 2014

Click on the image to watch the TVC.

The much awaited Hyundai Elite i20 is finally here. For the all-new i20, Hyundai has rolled out a step-up version of its design philosophy called the Fluidic Version 2. The Elite i20 was launched on August 11, 2014. And Innocean has created the launch campaign which is more than a conventional TVC – it is what the agency calls a 'cinnemercial'.

The i20 brand has an illustrious past and has ably established its attitudinal and numerical leadership credentials in the segment over the past six years. It competes with the VW Polo, Fiat Punto, Honda Jazz and Suzuki Swift. The i20 had built itself as an uber-cool offering for the sprightly youngsters who were looking at a drive that had tech and styling rolled into it.

The new i20 has been given a prominent stance that enhances its lines and 'in motion' look. Accordingly, the brief to the agency was to launch a car for the upwardly mobile young Indian executives and professionals who seek a wholesome product that's not an in- between sedan or a faux SUV.

Vivek Srivastava

“Our team at Innocean worked on the brief in a ground-up fashion trying to piece together a new algorithm for this brand and its target audience,” said Vivek Srivastava, Jt. MD, Innocean. “There were extensive qualitative studies carried out to understand the mindset of the segment loyalists and their motivations. A look at the buying patterns revealed that there was an element of compromise felt by this lot when they saw people buying compact sedans or small SUVs. Capitalising on this we positioned this car as 'one beyond all hatchbacks'.”

The creative idea is aimed at putting i20 owners as a class apart. Hence the brand name was tagged with the prefix 'Elite i20'. Koustuv Chatterjee, Executive Creative Director at Innocean, who led this campaign, commented, “Our intent was to create a protagonist imagery that's sharp and edgy. It went beyond the usual niceties to a daring perspective signifying an approach to life and choice of the car as well wherein there are no compromises. Hence, the brand tagline 'Un-Compromise'.”

To achieve this, the agency put together a large format launch campaign that looked at capturing the car's styling, performance and newness along with user imagery in a Hollywood style action thriller. “This launch campaign is not about a TVC; rather it's about a cinemmercial with an overdose of attitude that has a high likeability factor,” explained Chatterjee.

The trailer and the launch film have an unmistakable spy thriller feel about them which is captured at Romanian locations by Alexander Paul, a renowned Los Angeles-based director, and Bang Bang Films. The storyline revolves around an uncompromising secret agent who is dogged by the shenanigans of his agency whom he shakes off victoriously. The launch version that premiered on August 11, 2014 on TV features a 60-second version supported by a 100-second version on YouTube and in cinemas.

Even the print ads, OOH and activations have been aligned to this Hollywood blockbuster feel. The launch is backed by presence in print media, OOH, TV channels which include news, lifestyle and GECs, digital and a 15-city intensive activation plan which utilises a bespoke game based on the campaign theme. “The overall effort is to create a surround feel for the consumer that fits our definition which is seamless across the various touch-points,” said Arjun Modayil, Executive Director, Innocean.

The initial response has been thrilling to say the least. The YouTube views of the trailers had clocked a figure of 600,000 and the cinemmercial version has already clocked 310,916 views in just two days. Hyundai dealerships have reported a major spike in enquiries.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Agency: Innocean Worldwide India

Brand: Hyundai i20

Creative team: Koustuv Chatterjee, ECD; Dev Mehta, Sr. CD, Bhaskar Choudhury, Art Director

Director: Alexander Paul

DoP: Paul Meyers

Music Director: Gregory Caron

Production House: BangBang Films

Client Servicing: Smriti Chawla/Romita Chatterjee

Executive Director: Arjun Modayil

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