afaqs!

Innocean launches new campaign for i20

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | September 16, 2009
The new campaign promotes the variants of the car that have been launched, besides building on the existing brand promise

Hyundai's i20, which was launched early this year, has come up with two new variants -- automatic petrol and diesel. For this, the brand's in-house agency, Innocean Worldwide India has released a new campaign, backing it up with a communication strategy perspective -- the Uber Cool. The brand sports the tagline, 'I got it all'.

The new TVC that has just hit the airwaves is set against the glitzy Dubai skyline and the marina. A cultish yuppie band is performing neo mainstream music in a public arena, when a killjoy band of cops intervenes.

& #BANNER1 & #Undeterred, the band decides to 'rise above the ordinary.' The band members move to the roof-top multi-level parking lot. The band performs on the roof-top, while their fans join them on the adjoining roof. The commercial has been produced by Rising Sun and is directed by Aniket Shirke.

Prior to this, the brand had also launched a TVC titled 'Blind Date', to announce the arrival of the car around 10 months back. "The launch communication," says Saurabh Dasgupta, ECD, Innocean, "epitomised the quintessential romantic tale of a blind date, married with gigantic scale and establishing the unmistakable tenor of i20 as uber cool."

He adds that the uber cool quotient that the brand exudes can be best explained as an out-of-this- world expression of a simplistic thought. So, if it's in the zone of music, then it can't be just a plain-Jane band performance. It has to be in a setting that lifts the scale to break the rules and takes it into the uber cool zone.

Says B Sridhar, director - Media and Digital Services, Innocean Worldwide India, "It is the car of choice over the well settled Swift, and even Jazz, as revealed in our brand tracks amongst prospective buyers."

Apparently, there is a waiting period for the car and Hyundai is ramping up production. The monthly sales target in the near future would be 4,000 units.

In a rather competitive segment of the automobile market, i20 has made rapid strides and has been able to brook the advances made by new entrants like Honda Jazz and Fiat Punto. The brand is targeting 28-32 year olds -- people who have been on the job for four to five years and are looking at upgrading to a better car, after driving a compact.

On the overall strategy, Vivek Srivastava, joint managing director, Innocean, says, "Our team's effort is to create strategic ideas with a long-term leverage for the Hyundai i20. Its form factor and imagery together will strengthen its Uber Cool edge. It will also help us sub-segment the premium compacts into a more ardent set of adopters and believers. On a marquee level, we see it enhancing the value of the brand Hyundai too."

The media presence of this TVC is across the news, music, general entertainment and edutainment channels. A series of print ads in the national media preceded the TV campaign. Digital, which is increasingly acquiring an important role in the automobile category, is on the anvil in the coming fortnight.