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Media First: Hyundai’s online i20 campaign drives consumers to dinner

An online campaign for Hyundai’s new i20 small car breaks new ground in content capability by carrying a live feed to the ninemsn portal so drivers can locate their favourite food in any of Australia’s capital cities. This execution is one of many that will look to weave the vehicle in to the lives of the consumers, this case acting as a facilitator to their social lives.

In a collaboration led by Hyundai’s creative agency, Innocean, in partnership with media agency Initiative and ninemsn, the interactive campaign called “Go for a bite to eat” allows browsers to select their favourite restaurant food by country ethnicity and location. Once chosen, the consumer’s selection immediately accesses the “yourRestaurant” data base from ninemsn’s leading provider of entertainment listings HWW. The user is immediately shown information on the restaurant, as well as reviews and its location.

Alex Pinsuti, Senior Manager Marketing Communications, Hyundai Motor Company Australia says: ‘With the current positioning of the Hyundai i20, Going Places, we asked the teams at Innocean and Initiative to develop an online activation that not just communicatethis idea, but actually delivered it to the consumers. Through the ninemsn integration we were able to deliver upon the ‘Going Places’ campaign premise like never before in the online environment.’

The banner accesses information on almost 15,000 restaurants across Australia. Innocean and Initiative said the banner work would remain live until May and that other concept work was in development. The i20 Going Places campaign was launched in July 2010.


Business Director: Damien Pashby
Art Director: Lyndal Kearney
Copywriter: Jenny Mak
Digital Producer: Nestor Moreno
Digital Developer: Alfred Kumar

Digital Director: Andrew Davis
Brian LeQuire: Digital Lead
Sheetal Nand: Digital Executive


New Campaign: i30. Amazing, day after day

Hyundai Motor Company Australia has launched a new integrated communications campaign today to promote the i30, Hyundai’s highest volume selling vehicle.

Created by ad agency, Innocean Australia, the new campaign entitled, “i30. Amazing, day after day”, communicates both the stylish and the enduring qualities of the vehicle through a time-lapse treatment, shot on-location across four continents.

As time passes we see a celebration of the amazing events that unfold in our world every day, along with a car that delivers day after day, having been awarded Australia’s Best Car (small cars, under $35,000) for the third year in a row.

Oliver Mann, Marketing Director, Hyundai, says “The i30 is one of the core models of Hyundai’s business and as such, this campaign represents the Hyundai brand as a whole and the i-Series  in particular. The sense of scale of the campaign demonstrates our confidence in our brand and the consumer confidence in the product. This campaign builds on the creative that we've already established with our key launches in 2010.”

Scott Lambert, Creative Director, Innocean, says "The Agency has been producing some outstanding work for Hyundai and I feel that this spot is a worthy member of the iSeries family of ads."


Client – Hyundai Motor Company Australia
Marketing Director, HMCA: Oliver Mann
Senior Manager – Marketing Communications, HMCA: Alex Pinsuti
Communications Manager, HMCA: Bilgen Tug

Agency - Innocean
Group Business Director, Tim Hiley
Senior Business Manager, John Larkin
Creative Director, Scott Lambert
Agency Producer, David Steindl

Production Company – 8 Com Productions
Director/DOP, Brendan Williams
Producer, Annie Schutt


Gilbert & Welch add to the Innocean management team

Innocean Australia has brought on board two new senior hires to lead new projects for existing and future clients.

Photo from left to right: James Welch, Amanda Wheeler, Kevin Choi, Scott Lambert, Jo GilbertFurther to the appointment of Creative Director, Scott Lambert, in October 2010, Innocean now has Jo Gilbert as Events and Sponsorship Director to oversee all experiential outputs. Jo and her team will continue to work on projects from current clients and will be aggressively pursuing projects from new clients.

Jo’s experience includes client-side marketing in the UK with Virgin Group then specialising in brand activation back in Australia with agencies including STW’s Fudge Group and OgilvyAction. Clients have included Ford, Foster’s, GSK, American Express, Mitsubishi, Purina, Telstra, Rosemount and Nestle.

Amanda Wheeler, General Manager at Innocean, says “Jo personifies the type of person that Innocean now attracts: smart, hard-working and looking for the unexpected. We have exciting current projects – which we’ll be announcing in coming months – and we are talking with some interesting new prospects. We will also be approaching other candidates to recruit as employees and other candidates to recruit as clients.”

To assist in approaching new clients, Innocean has hired James Welch, a new business expert who since arriving in Australia has consulted to a range of businesses helping them define who they are and what business they want to go after. James also hosts the exclusive networking event in Sydney called ‘The Next Dinner Party’.

Kevin Choi, CEO at Innocean, says “We have achieved outstanding and effective creative work for both Hyundai and Kia in two-plus years since we opened in Australia. With Jo and James joining the management team, it is now time for us to share our wealth of expertise with other potential partners.”

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