Hyundai launched a new advertising campaign, "Hyundai Smarter," during its #SmarterLiving event at The Estate in Atlanta on Tuesday evening. The new advertising campaign focuses on everyday women and issues of importance to them. With more than 80 percent of automotive purchase decisions* being influenced by women, and the ethnic minority market represents 1 out of 4 new car buyers*, this buying segment is important and is discerning about how it spends money, time and resources. (*Sources: Auto Alliance and IHS Automotive)
The Atlanta event served as the official launch of the campaign and introduced the newly-designed 2015 Sonata to the all-important women's market. It also featured a distinct panel of women influencers, including Shantis Das (Founder of Press Reset/Hip Hop Professional), Myleik Teele (Founder of Curlbox), Rashan Ali (Media Personality), Christine White (Lawyer and Tech Investor), and Marshawn Evans (Motivational Speaker), each of whom is included in the Hyundai SmarterLiving web series. The event was hosted by James Andrews (True Story) and was attended by over 150 of Atlanta's opinion leaders and social media bloggers. Participants were treated to a private performance by Grammy Award-winning artist Kelly Price, whose hit song, "It's My Time," is featured in the campaign. Hyundai also presented a $5,000 donation to the STEM ambassadors program at Spelman College.
Ms. Shanti Das, Hyundai SmarterLiving panelist and entertainment industry executive, shared her story about how her pursuit of dreams and making smart choices have contributed to her success. "Working hard to pursue ones dreams is a universal truth for all women. In today's fast-paced environment of personal, professional and social living, women want to associate with brands that understand our unique needs and value our time as a priority," says Das. "I think the Hyundai Smarter campaign aligns with my principals of using my financial resources well and my desire for safety, function and style. Hearing the stories of other women who have followed their own voices to create the best choices for themselves, inspire me to keep reaching for my own new possibilities."
Campaign details can be found on the website, HyundaiSmarter.com. The website includes: a section to share and receive inspirational quotes, details about the 2015 Sonata, a social media conversation, and an enter-to-win daily prizes selfie contest for a grand prize trip to the 46th Annual NAACP Image Awards Show in Pasadena, CA. A central element of the campaign is a Smarter Living video series, which profiles the stories of 22 women, who are trendsetters and game changers in their chosen fields. They share their own stories and how making smart choices has allowed them to improve their health, happiness and well-being as well as of their families and communities.
"We celebrate the successes and contributions of women," says Zafar Brooks, Director, Diversity and Inclusion, Hyundai Motor America. "We are proud to launch this campaign, which speaks to the interests of the multicultural women market. The growth of this segment is significant, and it is critical that we address its important needs of safety, reliability and value. The all-new 2015 Sonata is a Smart Choice–that meets the demands of this market."
Hyundai, the international car company with its U.S. headquarters based in Southern California, has a long tradition of connecting its brand to issues of importance to its consumers. The Hyundai Smarter campaign will run from October 17th – November 21st. The advertising campaign developed by the creative agency of Fuse Advertising based in St. Louis, MO, includes a 60-second broadcast and radio ad, a 90-second internet only ad called "Time to Shake Up The World," an online web series, and a limited edition SmarterLiving brand book. Social media followers can join the conversation on Facebook or Twitter using hashtag #HyundaiSmarter.