Hyundai launches new brand positioning campaign

Jan 30, 2015, 16:04 ET from Hyundai Auto Canada Corp.

Launched to explain the "H-Factor" as an extension of the corporate brand positioning,
first airing of the flagship 60 second commercial will be during the big football game on Feb. 1

TORONTO, Jan. 30, 2015 /CNW/ - Today, as part of a comprehensive strategy to continue elevating the Hyundai brand to a more premium position, Hyundai Auto Canada Corp. is launching a bold new advertising campaign called "The H Factor". Using the electrifying, critically acclaimed hit song "Radioactive" by Imagine Dragons, the dramatic 60 second TV commercial takes the viewer on a journey from the inception of Hyundai's award winning design, to advanced engineering, specialized manufacturing, durability testing, and culminating in a world class driving experience that will surprise customers in, as the song's lyrics put it, "a new age". It ends with a shot of the company's long-time spokesperson in Quebec, Guillaume Lemay-Thivierge, who exits a premium Genesis sedan with a smile.

"A new Hyundai is emerging," said Don Romano, President and CEO, Hyundai Auto Canada Corp. "We will be relentless telling our story in unique and captivating ways. After years of developing award-winning, convention-shattering vehicles, we believe the new 'H-Factor' campaign will begin to give Hyundai the recognition it has long deserved."

According to Romano, the H-Factor campaign is part of a four-pronged strategy to elevate the Hyundai brand in the eyes of Canadians. He said: "The first step in our brand development plan was to successfully launch the all-new Genesis and Sonata, both of which received high-profile category awards from AJAC (Automobile Journalists Association of Canada). We also wanted to ensure world-class vehicles were housed in world-class facilities, so Hyundai launched a global image standards program to elevate dealership facilities with a more premium look. At the same time, we began a new training and certification initiative called 'Hyundai Signature Certification' that will establish an environment where dealers continually strive to exceed customer expectations at every touch point. The final step was to launch a new brand campaign to ensure all of this work doesn't go unnoticed."

The campaign begins with a 60-second commercial that was launched on the company's YouTube channel this week and will air during halftime of the Canadian broadcast of the big football game on February 1. Complementing the video posting online is a posting to the company's blog which further explains the H-Factor positioning.

The advertising frames the company's unique place in the market by defining its global "Modern Premium" brand positioning for Canadians. The term "H-Factor" is used as a creative expression of the company's drive to deliver customer experiences that exceed expectations. This is achieved through vehicle design, advanced engineering, delivering award-winning quality, and developing cutting-edge safety and convenience systems. It also extends to the dealership environment and the sales and service experience.

"That smile that Guillaume displays is the natural human response Hyundai is striving to achieve by implementing H-Factor across all levels of our business," concluded Romano.

Following the initial launch on the Big Game, the TV commercial will air in both 60-second and 30-second variations on the Canadian broadcast of the Grammy Awards show, the Academy Awards show, and run on prime time television. It will be complemented with an online campaign and will begin influencing the company's print advertising creative.

The creative, development, and media buying of the campaign was managed by the company's agency of record, Innocean Worldwide Canada.

Hyundai Auto Canada, established in 1983 and headquartered in Markham, Ontario, is a subsidiary of Hyundai Motor Company of Korea. Hyundai vehicles are distributed throughout Canada by Hyundai Auto Canada and are sold and serviced through more than 210 dealerships nationwide. Hyundai is also the first to offer its zero-emissions Tucson Fuel Cell Electric Vehicle to Canadian customers. More information about Hyundai and its vehicles can be found at

SOURCE Hyundai Auto Canada Corp.