Question

Topic: Advertising/PR

Tv Commercial Creative

Posted by ormancreative on 1/19/2011 at 10:14 PM ET 250 Points
I'm in search of a creative idea for a TV commerical for a local Hyundai franchise dealer. I need to communicate the momentum Hyundai has! Their GIVE THE CONSUMER WHAT THEY WANT concept!!! Hyundai sells quality cars with incredible amenities, with high MPG, at much lower prices....basically more bang for the buck...they also offer America's Best Warranty 10 year/100,000 mile powertrain and they have the Hyundai Assurance program that really set them apart. They also have an incredible lineup with the 2011 Hyundai Sonata and Elantra leading the way in awards....any creative ideas to get these concepts into a commercial that is not your typical car commercial would be appreciated.
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RESPONSES

  • Posted by mgoodman on 1/20/2011 at 3:27 AM Accepted
    Wait! You're trying to communicate too much in one commercial. You'll blow it if you try to cram all that information into the commercial.

    Keep it very simple. Perhaps let a few satisfied customers tell why they love their Hyundais and/or the dealership. The commercial isn't supposed to close the sale, just get prospective customers to include the brand in their consideration set and check out your dealership further.

    If you can accomplish that objective you'll have done a lot. Too many facts and too much hype will actually work against the objective.

    For true creative help, follow Randall's advice above.
  • Posted by Jay Hamilton-Roth on 1/20/2011 at 7:53 AM Accepted
    I'd start by understanding why people don't buy Hyundais (from the dealer or anywhere). With this knowledge, respond to people's concerns in the creative (not point-by-point, but through a story that shows people's misconceptions being won over).
  • Posted by mgoodman on 1/20/2011 at 7:27 PM Moderator
    Assuming you are producing a :30 second commercial (that actually runs :27 or :28 seconds), you have about 70 words to make your case. That's all. If you don't keep it very simple, you will overload your target audience. And a few pauses for impact/effect would probably do more for you than the 3 or 4 words you'd have to sacrifice.

    And remember you want to deliver the key benefit message at least 2 or 3 times.

    With all those constraints you need to hone the message and get your positioning promise and reason why very well articulated. Time for a Creative Brief that makes the hard decisions so it's not all up to some copywriter.

    Oh, and remember that the words and pictures have to go together ... so pay attention to the visuals as well as the copy. You can't really treat them independently.
  • Posted on 1/25/2011 at 9:37 AM Accepted
    You should check out this great campaign that was done by Global TV Vancover and Mobio: https://www.facebook.com/#!/video/video.php?v=516507593775

    The campaign was run both online and on TV- and the mobile aspect allowed it to be 2x more successful!

    You could give away promotional products with QR Codes on them for the first 1000 people that scan, and when they get those promo products you could offer a mobile coupon or mobile group deal provided you print a QR code on it!
  • Posted by SteveByrneMarketing on 1/27/2011 at 12:48 AM Accepted
    Hmmmmmm ... you are a local Hyundai franchise dealer. You need to communicate Hyundai’s brand strategy messaging!?

    “GIVE THE CONSUMER WHAT THEY WANT concept” is not Hyundai’s brand messaging.

    IMHO, Hyundai is the new Toyota, or the Toyota of the 21st century. Hyundai delivers all the brand promises that the 20th century Toyota did, e.g. solid value, reliability, environmental economies and social acceptability (if not copied styling design) AND HYUNDAI ADDS the satisfying driving experiences of the leading european brands that the Toyota/Lexus brand still struggles to achieve.

    I suggest you contract Hyundai’s chief branding executive, by whatever title, for insights and feedback on your concept developments (creative ideas). After all, who knows the Hyundai brand better than the talented team that created it.

    Hope this helps,

    Steve
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