Hyundai has teamed up with Innocean Australia, FINCH and Maker Real to launch an integrated brand campaign with Seven in the network’s prime-time slot.
The TV series, The Big Trip, follows the car brand’s successful ‘Have you tried it’ brand campaign in 2022 and reimagines the Aussie road trip in electric vehicles and hybrids.
The four-part series pits four teams of celebrities – from comedians, athletes, actors and reality stars – against each other on a journey from Perth to Sydney with challenges designed to embody the spirit of road-tripping and Hyundai’s spirit of trying.
Hosted by comedian Dave Thornton, the show is a brand new format that introduces community, human and car challenges, with the eventual winners giving all four cars away to four of their followers and fans.
The campaign showcases Hyundai’s fleet of electric and hybrid vehicles – the IONIQ 5 N, Kona Electric, SANTA FE Hybrid and TUCSON Hybrid N Line – crossing Australia’s stunning landscapes in style.
The fully integrated campaign will include an array of content, including a social media splash featuring behind-the-scenes footage, plus out-of-home, and a suite of energetic brand ads hitting TV and cinema, all coming together around the main event: The Big Trip.
Andrew Tuitahi, Hyundai director of marketing and product, said: “Multi-channel brand campaigns are one thing, but collaborating on a TV show in an iconic environment, showing our incredible product line up while also paying homage to Australian culture, took immense effort on behalf of everyone involved including our marketing team. It’s testament to our ambitions as a brand in Australia.”
Adam Hosfal, managing partner at Innocean, said: “Extending the fourth wall beyond advertising and into entertainment is where a brand can unaffectedly express itself, but so few do it. With the combined upshot of brave clients, media sharing a desk with creative, and an unfaltering brand strategy, the possibilities are endless, and not least powerful.
“Driving a fleet of EVs and hybrids across Australia to create multiple campaigns, while making a prime-time TV show, is testament to the best creative and media minds coming together,” he added.
Loren Bradley, head of FINCH Entertainment, said: “Our collaboration with Hyundai and Innocean to create this fun format reflects our commitment to fresh and entertaining storytelling. ‘The Big Trip’ is a perfect example of how brands can show up differently for audiences, a concept that we are so excited by at FINCH Entertainment.”
Innocean launched a media division in October with Hyundai as one of three foundation clients.
The adventure kicked off last night (13th November), with episodes airing every Wednesday at 8:30pm on the Seven Network and culminating with a finale on 4th December at 7:30 pm. You can also stream it all on 7plus.