Innocean designs 'Uber' campaign for Hyundai's new i20

'I Live the Uber Life' initiative is being promoted under a 360-degree-marketing campaign targeting the youth in bigger cities

Ananya Saha | Delhi | April 25, 2012

Hyundai Motor India has recently launched a brand and marketing campaign for the new i-Gen i20. The 360-degree-marketing campaign theme titled “I live the Uber Life” encapsulates Hyundai's proposition of 'New Thinking, New Possibilities' and focuses entirely on the aspiration of the youth. The campaign includes both print and television commercials apart from highly engaging consumer-oriented digital campaign.

Vivek Srivastava, Joint MD, Innocean, said, “We did a research in four cities of the country and spoke to people who drive i20 or wish to own one. What we found, and what established our belief further, was the fact that i20 constituency believes in core values of good looks, success, accessories, and they are emotionally attached to their car. The idea was to ideate a campaign that is self-indulgent.”

However, explaining or defining the 'uber' through the campaign was a challenge for the agency. Saurabh Dasgupta, Executive Creative Director, Innocean, explained, “We had to do justice to 'uber life' – a term coined by us. It can be a difficult concept to explain to the uninitiated.”

But the campaign has succeeded in explaining the 'uber' concept in a promising way. The 40-second TVC has been designed to transform each visual into a wave of energy and enthusiasm while giving the characters enough space to display their 'Uber life' experiences keeping in line with the key features and characteristics of the i-Gen i20. The depiction and storyline emphasise the lure, aura, style and performance superiority of the new i-Gen i20. The TVC that was shot in various part of Maharashtra.

The campaign is also using digital, print and outdoor media extensively. The digital campaign is already online and the idea behind it is to engage with consumers and allow them to share their 'Uber life' moments derived from the experience of driving the i-Gen i20 though images, videos and text on social media properties such as Facebook, Twitter, YouTube and Pinterest.

The digital campaign aims at interactive engagement for the 'Uber' movement, according to Dasgupta. This campaign not only provides an opportunity to consumers to share their unique experiences, but also to continue the engagement with Hyundai in a sustained manner. The outdoor campaign, initiated at malls, gives the chance to touch-and-feel and get pictures clicked with the car.

Consumers also get a chance to take part in a contest via digital and outdoor media, which would culminate on May 10.

Nalin Kapoor, Group Head – Marketing, HMIL, said, “The first leg of the 'I Live the Uber Life' campaign would end around the same time across all mediums with the winners of the contest being announced.” Kapoor said that the campaign, while being rolled out nationally, is skewed towards bigger cities. “The campaign is aimed at young-at-heart, Internet-savvy, aspirational and successful youth. We wish to amplify this fact in all our communication.”

The TVC:

Credits:

Creative team: Saurabh Dasgupta (Executive Creative Director), Bhaskar Choudhury (Art Director), Arjun Suri (Copy Writer)
Account Management: June Hong (Group Account Director), Romita Chatterjee (Associate Account Director)
Director: Jon Gwyther
Production house: Show and Tell Productions

Ananya@BestMediaInfo.com

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