LOS ANGELES -- To create a more uniform brand image worldwide, Hyundai has launched a global advertising campaign that uses common creative work in all markets.
Hyundai is spending more to boost its global image after a period of rapid growth outside South Korea.
Brand management "is priority No. 1 at the moment," said Wonhong Cho, chief marketing officer for Hyundai Motor Co.
"The target image should be the same across the world," he said. "That's why we chose one message and one campaign."
The campaign's concept was designed around the automobile being a "life space," Cho said. Four 60-second TV spots, are the campaign's centerpiece. The sentimental, short-film style spots feature people experiencing life in their Hyundais. The campaign began in the United States in May.
For example, a spot titled "Family" features a man returning to his hometown, driving his Genesis with his wife and child. He visits his old school and reunites with his mother at his childhood home.
"Our customers experience Hyundai cars and the Hyundai brand while they are living their everyday life," Cho said. "Watching those episodes, we hope that our customers will think about their own lives and how they can make their own lives brilliant."
Previous ad campaigns were executed by Hyundai's regional marketing teams. Advertising for individual nameplates will continue to be customized for regional markets, Cho said.
Hyundai ranked No. 61 out of the top 100 most valuable brands in Interbrand's 2011 Best Global Brands Index. It was the No. 8 automotive brand behind Toyota, Mercedes-Benz, BMW, Honda, Volkswagen, Ford and Audi, but ahead of Porsche, Nissan and Ferrari.