overview

The 2019 Hyundai Palisade is the new big player in the Hyundai line, but there are definitely equal and bigger fishes in the sea. As an 8-seater for an SUV, the Palisades is still only a mid-sized SUV compare to some of the bigger bad boys. For a startup family, an 8-seater and everything it has to offer plus its price tag might be destined to miss each other, so for the campaign we need to target the Asian American that are building a life, or raising and expanding a family here in the U.S.

According to studies conducted, the SUV demand is on the rise steeply as compare to sedans. Expanding family sizes, more active lifestyles, lower gas prices, and most of all, family-oriented consumers. Compact living has been the way of life in many Asian countries due to large population in a condensed space. When in U.S. cities such as Los Angeles, space is taken for granted. Houses are bigger by default in comparison, roads are wider, and places are further apart from one another to travel to and from. Comfort is essence but it is more than just space. Comfort will apply to many factors that a car can provide. From the standards of its drive to the technology that are build-in, all of which and its pricing will reflect knowledgeable consumers today’s purchase decisions.

Demands are high for SUV in the market

Gone are the days for the sedans and “town cars". A car is never about being a transportation either. In a single household, individuals will each have their own cars, but used merely for work commute and errands running. it seems fitting the whole family into one vehicle on a family outing has been the norm to prevent gas expenses, perhaps accidents for more senior drivers, and just overall, conveniences.

competition & target analysis

Since SUVs are high in demand in the market, the entire industry is gearing up in 2019 to add a bigger car into their lineups. Just from the top of our heads, Toyota, Honda and Ford are the main competitions being the same price range. There are many big and bigger cars in the market, and to introduce the Palisades as the bigger car is not going to appeal to knowledgeable consumers today. We have to go deeper into their psyche and understand how the purchase power is connected.

Lucky for us, the target group is a highly family-oriented group and in many cases, have multiple generations living under one roof. This Full Nest Family will have three plus kids, parents will even have their own parents living with them, and they will live outside of the city for a bigger space and will wish for a bigger car for their distances and conveniences. The “Xennials”, as we call them, are parents that are highly family-oriented, but still require their space and time and activities without the family occasionally. So this is not just a “family car.”

company lineup

With the introduction of both the Palisade and the full-size Nexo coming into the CUV and SUV lineup, Hyundai will have three formidable players in the market. But here we need to elevate the status to premium where better materials and more advanced technology are implemented into the SUVs.

the palisade is big in size,
but the features and premium aesthetics
will elevate the status of the car beyond its size.

TONE & MANNER

The tone and manner for the ad campaign will feature grand scenery as well as beautiful modern architecture to depict the premium materials and advanced technology that are implemented into the Palisade.

Creative Direction

During the survey, some of the few things that we could take away is the fact that Asian Americans are very smart buyers. They want the most out of their hard-earned money and they are not willing to compromise nor be left out of a better deal. The Korean Americans really need to feel connected to the car, they need an “emotional connection” to the car, which is an extension of themselves and their lifestyles. As for the Chinese Americans, they are more product and feature-driven than anything else, so lots of these will be a factor to the overall art direction of the campaign.

ONE

The ads have be BIG. Doesn’t matter if its a traditional print or a digital banner or a outdoor billboard, size needs to be bigger than the norm. Newspapers/Magazines will need full-page spreads, and billboards will need to extend out of its regular space allowed.

two

Simple and direct messages. This is an introductory campaign, we need to first capture the audience’s attention so visual stimulating images is the key. For “emotional connection” ads we will need scenery and lifestyle-focused ads that our target audience can relate to. A camping trip to be close to nature, and be mesmerized by what you can encounter. A drive along the coast to destress and be free of your burdens.

Three

As for product-driven ad, we emphasize on the features and what they can benefit you and your family. Features such as a convenience for the whole family such as backseat intercom system, or safety features that can protect these family-oriented drivers.

four

Also, at all times, don’t be shy to emphasize this car being an 8-seater. For example, “A true comfort and new adventure experience, for all eight of you.”

Print and overall campaign

TV Ads storyboards

OUT-OF-HOME ADS

CONCLUSION

The idea to introduce a new SUV into a home is like introducing a new television. First, one would think, is it really time to upgrade? Is this new technology really worth the investment? Is the person going to miss out on a newer feature that will be introduced maybe three months after he purchased the current model? How big is big enough? Will this benefit the entire family or is it just for his own personal pleasure or the entertainment of his friends? if that’s the case, what does he want to show people how this television says about him? Is he a big spender? Is he up-to-date with current technology and features?

A car is an extension to many individuals. Even if it’s not, it does say some things about the person that made the decisions to make the purchases. Inserting factors such as a growing family size. increased healthy and outdoor activities since people are more aware of keeping fit and healthy, a car will need to tailored seamlessly into these lifestyles. A thorough survey was conducted and every decision to focus our target on their specific interests is enhanced in the creatives.

2019 Hyundai Palisade has already hit the showrooms and have gotten wonderful feedbacks from the public and press. It will be challenging as Toyota and Honda and Ford are all introducing their already established 2019 lineup around the same time. Hyundai has a hill, no, a mountain to climb when going up against Toyota and Honda, but the Palisade will be the car that defines who they are in the next decade. Blending features and style and maintaining the price at an affordable range. Hopefully this “Beyond Big” campaign will help put them on the notice and eventually boost their sales.