Hyundai Super Bowl Advertising Yields Highest Positive Impact on the Brand

Hyundai's Super Bowl advertisements did the best job of boosting brand opinion according to two leading marketing research firms. The Nielsen Online MegaPanel Survey,
post- game study showed that 43 percent of respondents had improved their
opinion of the Hyundai brand -- the highest of any automotive advertiser.
In addition, in comScore's 2008 Super Bowl post-game survey, Hyundai
garnered a 45 percent increase in net brand improvement, the highest figure
of any Super Bowl advertiser.

    "Our goal was not necessarily to entertain, but to inform, build
awareness and position the car. We wanted to be thoughtful," said Joel
Ewanick, vice president of Marketing for Hyundai Motor America. "The ads
needed to breakthrough the clutter, give the viewer a quiet moment and
differentiate Hyundai from what the other companies were doing and it
clearly worked."

    Nielsen's Online MegaPanel Survey Post-Game reported that 43 percent of
the respondents said that Hyundai's Super Bowl ads had improved their
opinion of the brand, 57 percent said that the ads told them something new
and 45 percent indicated that the ads were believable. Hyundai's
advertisements demonstrated the most positive brand impact of consumer
opinion of all auto companies advertising during the Super Bowl according
to the Nielsen survey.

    comScore, a leader in measuring the digital world, released the results
of its annual post-game survey of U.S. Internet users who watched the Super
Bowl. Hyundai's advertisements for the Genesis had the most positive impact
on the brand of any Super Bowl advertiser.

    Goodby, Silverstein & Partners led the creative development. The two
all-new spots are consistent in theme and tone with the "Think About It"
campaign launched in September 2007. Focused on the all-new Hyundai Genesis
rear-wheel drive luxury sedan, the ads challenged traditional assumptions
about the luxury category, and positioned Genesis as a new standard in the
upscale sedan category.

Source: PRNewswire/Hyundai

Agent250 - 2/18/2008 2:27:45 PM

-6 Boost

Oh Oh... Watch out BMW and MB... LOL Wonder if the Hyundai commercials had any effect on BMW and MB brand opinions.

bigmotov - 2/18/2008 3:16:39 PM

+7 Boost

Considering how far they've come in that very short time, I don't think ANY other automaker is laughing.

NewBeginning - 2/19/2008 12:39:56 AM

+3 Boost

What japs do well, Koreans do better.

Bored - 2/19/2008 4:22:07 AM

+3 Boost

@ Agent250

That is by far the dumbest comment I have ever read.

Some of us pick on "JoshLexus4Ever" mainly because he's inexperienced and uninformed. But the kid has a good head on his shoulders.

Keep posting comments like that will cause some of us to pick on you for being stupid.

commander104 - 2/18/2008 3:57:01 PM

+1 Boost

I might have trouble deciding between an A3 or an upcoming Hyundai hatchback.

DaHarder - 2/18/2008 4:19:49 PM

+7 Boost

"Wonder if the Hyundai commercials had any effect on BMW and MB brand opinions."

Who Knows and Who Cares?

The FACT Is Their Commercials Received Positive Attention/Feedback, That, Accompanied By Their Ever Improving Vehicle Line-Up Should Be Enough To Make All (Intelligent) Automakers Take Notice.

SteveL - 2/20/2008 11:55:22 PM

+1 Boost

The Hyundai ad did awsome. It got two people interested in there brand. Wooo Hooooo. Actually, the more competition the better.