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Hyundai Santa Fe, “Real Family Test Drives” social media campaign

Hyundai Motor Company Australia (HMCA) has launched a new campaign for their family SUV – the Hyundai Santa Fe. This digitally-led campaign, created by Innocean Australia continues to build momentum around Hyundai, the fastest growing automotive brand in the world*.

The Real Family Test Drive campaign started by inviting three different families to test drive the New Santa Fe and share their experiences. The content created by filming these three families – all at different stages of family life – will live on Hyundai’s Australian Facebook page.

The media agency, Initiative, has also brokered a partnership with popular parenting website Kidspot (Shespot). Hyundai Santa Fe becomes the inaugural sponsor of their popular “Best of” Awards (Nov2011-Jan 2012). Activity will also be booked on to support the campaign presence.

Collette Van Rooyen, Head of Digital, Innocean, says, “The medium SUV car segment is an extremely popular and growing category. Rather than us telling consumers the benefits of the vehicle, we invited consumers to find out for themselves and we share the content this generated with our growing online community. The Real Family Test Drives give families the chance to find out more about the cars through the words, thoughts and actions of other families. The content will be promoted on high engagement family sites to allow real families to connect with real families.”

Oliver Mann, Marketing Director, HMCA, says “Hyundai’s new global brand slogan is ‘New thinking. New Possibilities.’ and we want to explore different communication strategies and media channels.  Part of this means facilitating an open, honest dialogue with drivers, and we’re excited at how social media can help represent the changing views of our products as appreciation of our brand grows.”

 “With over 90% of car buyers looking to the web for opinion and information to assist their purchasing decision, it’s clearly important to be present wherever shoppers conversations are taking place,” he said.

 The campaign runs from mid November for three months exclusively across digital channels.

 *Source: Interbrand’s 2011 ranking of the Top 100 brands Report 


Client – Hyundai Motor Company Australia
Marketing Director, HMCA, Oliver Mann
Senior Manager – Marketing Communications, HMCA, Alex Pinsuti
Brand Communications  Manager – Marketing Communications, HMCA, Kate McGeoch

Agency - Innocean
Head of Digital, Collette Van Rooyen
General Manager, Amanda Wheeler
Creative Director, Scott Lambert
Business Director, Damien Pashby
Digital Designer, Jimmy Yap
Digital Developer, Alfred Kumar
Film Production Company – Red Lever
Exec Producer, Mark Campbell
Directed & Produced by Nick Carlton & Shaun Crawford

Media Agency – Initiative