The Jupiter Drawing Room (Cape Town) was briefed to create a new campaign for the facelift of the Hyundai i20, which has undergone a number of design revisions, and was being offered with new flagship features as standard.
The strategic positioning of the i20 is that it's the first new car someone buys for himself or herself, with no financial assistance. The communications for the car had to blend ambition and ladder-climbing with a sense of fun and youth. People who drive this car no longer want an ancient clunker that spews smoke and pigeonholes them as a student or someone working in an entry-level job.
The campaign also needed to work within the Hyundai's central principle of "Modern Premium".
The agency explored routes based in science, design, art, and especially music. Hyundai, and the i20 in particular, are heavily aligned with various music events, including the MK awards. The i20's sound system, which supports pretty much every form of input, combined with its newly integrated Bluetooth music streaming, felt like a natural direction to follow for the campaign.
The team found the sweet spot in the science of Cymatics, which is the study of visual representations of sound. Sound waves cause vibration, and in the right circumstances, these vibrations can cause arresting visuals and effects that are a gold-mine for creative executions.
The final campaign comprises of two 30" TV ads, three 10" stings, radio spots, print ads, a production blog, and a social media campaign that revolves around the i20, music, and two celebrities that brought their unique energy and talents to the table, Francois Van Coke, and Toya Delazy.
The campaign is launching across all traditional media, and includes a few new-media touches like behind-the-scenes Facebook updates live from the set, a making-of-video, downloadable ringtones and wallpapers, and collaboration with the MK awards in the near future.