Hyundai’s 2023 campaign ‘The Dawn of a New Hyundai’ has struck a chord with consumers and has been dubbed as the ‘most talked-about’ ad in January by YouGov.
Created by integrated agency INNOCEAN UK, the comedic spot saw the car brand poke fun at the general mispronunciation of Hyundai, with people looking for the brand’s dealership and ending up at buildings called ‘High End Pie’ and ‘Highland Eye’.
According to YouGov ‘BrandIndex’ data – which tracks brand perception among consumers on a daily basis – Hyundai saw the highest increase in Word of Mouth (WOM) exposure during January in the UK.
Word of Mouth is measured by asking consumers if they have talked about the brand with family or friends in the prior two weeks. YouGov claims that “more people are talking about Hyundai right now than at any time since we’ve been tracking the brand, covering a period of almost ten years”.
The campaign – launched on Boxing Day – was widely promoted across multiple channels and was “highly visible”.
“Hyundai’s Ad Awareness score has roughly tripled since the campaign debuted,” YouGov added. “And while some ad campaigns can be divisive, that’s not the case for this push. Hyundai’s Buzz score, which monitors whether consumers have heard anything positive or negative about a brand, more than doubled from 3.1 on January 1 to 7.0 on January 28, denoting an overwhelmingly positive reaction from consumers.”
https://www.youtube.com/watch?v=8peKcSEDFB4
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YouGov has also claimed that older Britons have been “disproportionately impacted” by the campaign, with those aged 50 or over significantly more likely to be talking about the brand due to the ad campaign.
YouGov continued: “Overall this data is likely to make happy reading for the brand’s marketers. But what effect is it having further down the purchase funnel? Well, the good news is that among the general public, Consideration for the brand has reached its highest level since we started tracking it back in 2013. In January 2023, the score averaged 16.6 and that compares to a score of 14.1 for the previous January. Better still, among those who are in the market to buy a car in the next 12 months, Consideration for Hyundai is also at its peak.”
