Hyundai’s NFL campaign leans into return-to-office trend, includes big Amazon ad buy
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The car manufacturer invests in Amazon Prime Video's 'Thursday Night Football' as they continue their contract with NBC's 'Sunday Night Football'.
Hyundai’s fresh advertising initiative showcases individuals facing the actual challenges of returning to their workplace.
Hyundai is capitalizing on the demand to resume office work by launching a fresh marketing initiative, which will receive significant exposure during NFL games. This includes a substantial investment in Amazon Prime Video's "Thursday Night Football" broadcasts.
The campaign, known as "Embrace Your Return to the Daily Drive," promotes Hyundai's revamped Kona crossover by showcasing the car and its innovations as a means to alleviate the frustration of congested roads and challenging parking situations. In one scenario, a Hyundai employee effortlessly utilizes the Smart Park feature, which enables drivers to park their vehicle while remaining outside, while a coworker struggles with the conventional parking approach.
The advertisement, featuring the voice of Hyundai representative Jason Bateman, arises at a time when numerous employees in various sectors, like advertising, are facing the requirement to go back to working from the office as companies impose stricter rules on remote work that were initially introduced during the pandemic. Innocean USA managed the campaign, while Canvas oversaw media purchases.
Following the developments in Super Bowl, NFL, and college brand transitions
A study released in May by Unispace, a company specializing in facility design, revealed that 72% of businesses across the globe have made it compulsory for employees to return to the office. It is safe to assume that this percentage has increased by now, considering that some companies have scheduled the return to office after the Labor Day holiday.
"No matter your preferences, that is the current situation, so why not engage in a car that enhances the pleasure of that journey?" commented Angela Zepeda, Hyundai Motor America's chief marketing officer, during an interview.
The intended audience of the advertisement consists of individuals in the younger workforce. Zepeda mentioned that some of them may have never experienced commuting to the office, so adjusting to everyday traffic might require a slight change in their way of thinking.
According to Zepeda, Hyundai, whose main offices in the United States are located in Fountain Valley, California, enforced a directive for employees to go back to the office a few months ago. The company's guidelines offer certain leniency, such as permitting employees to start their workday later in the morning and leave earlier than 5 p.m. They also allow for one day of working from home per week.
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Hyundai's commitment to the NFL involves upholding its position as the leading sponsor of NBC's "Sunday Night Football Kickoff Show" for the sixth year in a row. Additionally, they have decided to purchase advertisements on Amazon Prime Video's "Thursday Night Football" for the very first time. As part of this agreement, Hyundai will be the sole automotive advertiser during the third quarter. Furthermore, they will collaborate with Amazon to create exclusive content. Hyundai has expressed that their partnership with Amazon will effectively increase their advertising reach for the football season by two-fold.
It maintains a strong relationship with Amazon, as described by Zepeda. Since the end of 2021, the car manufacturer has been showcasing its vehicles on Amazon through a platform known as "Hyundai Evolve." This online showroom enables users to browse the available inventory from participating dealers. However, it is important to note that online purchases are not yet possible, and users are redirected to the dealership for further assistance.
Zepeda mentioned that Hyundai's promotion of the feature will be showcased through their advertisements during the "Thursday Night Football" on Amazon.
Last year, Amazon Prime Video had an average of 9.58 million viewers during its first season of "Thursday Night Football." However, this was not as high as the number of viewers it received when it was aired on traditional television network Fox. This year, the ratings could potentially increase due to Nielsen's plan to include Amazon Prime's streaming data in its audience measurement. This move has faced criticism from rival networks.
NFL games aired on various networks might experience an increase in viewership due to a scarcity of alternative entertainment options caused by the suspension of content productions amid strikes by Hollywood writers and actors.
According to Zepeda, Hyundai was in talks about purchasing spots on NFL broadcasts even before the strikes occurred. This decision was made as a way to invest more funds in live sports. However, the strikes have made Hyundai feel more secure in their decision. Zepeda mentioned that since production of shows has stopped, high-quality content has become scarce, making their placements on NFL broadcasts even more valuable.
Sports are a prime location where individuals consistently exhibit their presence. There is truly nothing comparable to the allure of sports, as stated by the spokesperson.
However, Hyundai will persist in refraining from participating in the biggest American sporting event, the Super Bowl. The company will stick to its plan of allocating substantial investments towards the NFL Playoffs, which attract massive viewership. Although the advertising costs during this period are still high, they are comparatively more affordable than the expenses associated with advertising during the Super Bowl.
The NFL initiative arrives at a time when Hyundai is still grappling with legal disputes regarding a series of car thefts involving Hyundai and Kia vehicles. These thefts were triggered by videos circulating on social media that revealed methods for hotwiring specific car models. The city of Chicago is one of the numerous local authorities taking legal action against the automakers. They claim that the absence of anti-theft measures in their vehicles contributed to this wave of criminal activities, resulting in damage to property.
At the start of this year, Hyundai commenced providing no-cost anti-theft software to the impacted models, which amount to a significant quantity.
Zepeda expressed his discontent with the current state of affairs, stating that it is not favorable and deeply regrettable. However, he highlighted Hyundai's active measures to rectify the harm caused. One such effort includes organizing temporary technology hubs in select cities, allowing drivers to receive necessary upgrades. Additionally, the automaker is collaborating with platforms like TikTok to eradicate videos that demonstrate car theft techniques.
"They have provided great support in removing those videos," she expressed. However, "it took some time for them to grasp the harm it was inflicting on consumers."
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E.J. Schultz holds the position of News Editor at Ad Age, where his responsibilities include managing breaking news and providing extensive coverage of various industries such as beverages, automobiles, and sports marketing. Prior to his role at Ad Age, Schultz worked as a journalist for McClatchy newspapers, notably the Fresno Bee. During his tenure, he reported on topics related to business, state government, and politics.
