On YouTube and TikTok, two of the channels that the spots will run on, consumers will get to participate in the “pick a card” trend, too, by selecting which of the two dates they’d prefer to go on. When Slater lifts the two cards labeled “IONIQ 5” and “IONIQ 6” in the commercial, viewers can choose between the two electric vehicle models by tapping or clicking on one of the cards, said Erik Thomas, Hyundai’s director of experiential marketing. Award-winning director Rohan Blair-Mangat was tapped to direct both spots.
The “Choose Yours” campaign is a continuation of the automaker’s “Okay Hyundai” brand platform, which Hyundai developed in partnership with Culture Brands, its African American marketing agency of record, in 2021. Each commercial in this ongoing marketing push features someone approvingly saying the titular phrase, “Okay, Hyundai,” as, “in the African American community, placing ‘Okay’ before something is the quintessential way things worth noticing are acknowledged,” Eunique Jones Gibson, CEO and chief creative officer of Culture Brands, said when the campaign launched.
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“It’s imperative that we reflect a mirror back to our audience that lets them know that we see them,” Jones Gibsons said in a statement discussing the latest push.
from Digital Marketing Education https://ift.tt/tWAZw9u
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