Hyundai: Brilliant in massive format

By Jhumur Nandi , afaqs!, New Delhi | In OOH News | September 13, 2012
The outdoor campaign leverages Hyundai's global campaign by portraying the brand's concept, 'Live Brilliant', in a larger than life format. The outdoor display measures 400 feet and will be up for one year.

In a bid to leverage its global campaign, 'Hyundai - Live Brilliant' and portray it in a new way in terms of size and form, Hyundai has placed a 400-feet display at Delhi's T3 International Airport Terminal.

Hyundai 'Live Brilliant' OOH campaign

Hyundai 'Live Brilliant' OOH campaign

The outdoor creative showcases images of the Red Fort and the India Gate as the backdrop as these are associated with Delhi, along with two of Hyundai's cars - the Elantra and the Sonata. The overall design is engaged well with the copy, 'Welcome to Delhi where brilliance happens. Live Brilliant', to bring out the execution strategy, highlight the context of place, the philosophy of Live Brilliant and the two Hyundai cars.

The idea of using such a large outdoor display is to exemplify 'Live Brilliant' in a larger than life manner to ensure visibility and high impact on the viewers. The T3 International Airport Terminal was chosen on the insight that when people come out of an airport, they are generally very observant of the surroundings and are in a frame of mind to absorb high impact visual elements. And, such a large format display would instantly grab their attention.

The client brief was to build imagery for brand Hyundai in a premium outdoor media environment through high impact brand presence.

Executed by TIM Delhi Airport Advertising (TIMDAA), the campaign started in August and will continue till July, 2013.

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