Hyundai launches Santa Fe with exciting campaign that redefines power

The extensive campaign conceptualised by Innocean Worldwide includes TVC, print, digital and OOH

Sohini Sen | Mumbai | March 3, 2014

Click on the image to watch the TVC.

The third generation of Santa Fe has hit the road in the India. It is Hyundai's much acclaimed SUV globally and very popular in the US and Australian markets. In its second coming in the Indian market, the intent is very clearly to own the predominant spot in the Premium SUV segment which has brands like Toyota Fortuner, Mitsubishi Pajero Sport, Chevrolet Captiva among others jostling for space and market share.

The campaign to launch of the premium SUV has been conceptualised by Innocean Worldwide. The brief the agency received was to highlight the performance features the Santa Fe boasts of including the highest engine power in the segment. Additionally, a host of features such as flex steering, hill assist control, downhill brake control and vehicle stability management make it the most competent vehicle in its category apart from providing a true blue SUV experience.

Hyundai already has a strong presence in the C and D segments with its successful lineup of Verna and Elantra. With the Santa Fe, the Korean auto major aims to impart a faster upward momentum.

Vivek Srivastava, Jt. Managing Director of Innocean, said, “The brand communication for Santa Fe clearly displays our client Hyundai's intent of making its already growing presence in the premium segment more significant. Our team was single-minded in its pursuit of the product's strengths to make the brand persona come alive – suave, gutsy and in control.”

A high-decibel campaign has been released on television where the protagonist is seen driving his car up a hill while his partner follows him through her binoculars. The drive up has been shown in a breathtaking off-road fashion. The video accentuates the durability of the SUV and how it's very suitable for a hill climb.

Arjun Modayil, Executive Director, Innocean, pointed out, “The focus of our communication brief was on establishing the unparalleled nature of the SUV experience that people in the segment desire alongside an inherent versatility on city roads. Moreover, the brand's intent of making its already growing presence in the premium segment more significant was also outlined.”

“In Santa Fe we see a performance and image flagship for Hyundai. Hence our intent is on furthering the brand's premium imagery. The primary task was to glamourise the performance and add an aura of invincibility to the brand's personality. It also rearranges the pecking order in the segment, hence the line 'Power Dynamics Redefined',” said Saurabh Dasgupta, Execuitve Creative Director, Innocean.

The campaign has been planned in bursts, and the first phase is ongoing for now.

An extensive series of consumer engagements driven by car displays at strategic locations across the top 10 cities is underway too. The print ad features the Santa Fe in an ascending position. The super says: 'Power Dynamics Redefined'.

The TVC:

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

Credits:

Client: Hyundai Santa Fe

Communications Agency: Innocean Worldwide

Creative Team: Saurabh Dasgupta, Dev Mehta, Ravi Shankar

Client Servicing: Aashima Mishra, Sanya Bharti

Production House: Show & Tell Films

Director: Juan Aramillo

Sohini.Sen@BestMediaInfo.com

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