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Discover an edge you didn’t expect with the new Hyundai ad campaign for 2017

Discover an edge you didn’t expect with the new Hyundai ad campaign for 2017

January 26, 2017 | Corporate News

Discover an edge you didn’t expect with the new Hyundai ad campaign for 2017

Hyundai recently debuted an all new ad campaign that is just slightly different from the norm – that’s an understatement.  Over the last several months, McKee Wallwork + Company – an award-winning ad firm out of New Mexico – collaborated with Hyundai Construction Equipment Americas and its dealer network to find the one word that best describes the Hyundai brand, including the company, the products it sells, the dealers who sell it and the customers who use it.  That word was “Underestimated.”

Dealer principals, salesmen, Hyundai employees, customers and many others all echoed one common underlying theme to the market research team – that Hyundai products and dealer network always seem to surprise end users with their high level of performance, quality, technology and support.  Why is that a surprise?  Many commented that Hyundai is the “next big thing” or an “up and comer.”  Hyundai is like Rocky Balboa, before he was known as the Champ.  Hyundai products defy initial customer perceptions.  In a nutshell, Hyundai is “Underestimated.”

The first of several ads that McKee Wallwork + Company designed are not your typical heavy equipment or forklift ads.  They don’t even show the equipment.  What they do portray is an unexpected surprise and a clever underlying hint of an excavator or a forklift combined with the line “Discover an edge you didn’t expect.”  The ads also feature a link to a Hyundai landing page – www.tomorrowsedgetoday.com – that further defines the Hyundai theme of being the underdog, the underestimated, the challenger.  The site then directs users to either the construction equipment or the forklift sections of the all new Hyundai website.

“Our new, abstract ad concept is obviously a bit tongue and cheek, and it bucks the trend of the typical machine glamor-shot ad, found across all industry magazines.  The goal is to grab the user’s attention, make them stop and ponder, read the tagline, and hopefully visit our website to find out what its all about.”  said Corey Rogers, marketing manager at Hyundai Construction Equipment Americas.

Additional ads will come out throughout the year that will continue to focus more on defining the unique edge that Hyundai products provide their end users.  This edge can be seen through enhanced performance, outstanding operator convenience, excellent serviceability and industry-leading safety features.

For more information about the Hyundai Edge, visit www.tomorrowsedgetoday.com

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