Hyundai Grand i10 makes a wowsome comeback in a campaign via Innocean Worldwide India
Hyundai’s largest-selling compact, Grand i10, has come back in 2017 in a refreshed avatar. To announce the upgrades, Hyundai has launched a campaign created by Innocean Worldwide to promote the new car. Other than the usual ATL mix of a television commercial and print, Hyundai has also launched an innovative digital campaign ‘Comebackpedia’; keeping in mind the high affinity for the medium.
The campaign, with the sign-off ‘Wowsome’ emanated from youth-speak. The genesis of it being that the car has entered the market with an amazing facelift, which can only be done justice to with the expression combining ‘Wow+Awesome’.
SM Talha Nazim, Senior ECD, Innocean Worldwide, said, “The Grand i10 was already one of the bestsellers from the Hyundai stable. Now it is coming back and with no ordinary facelift. The interiors and exteriors had undergone considerable changes. Stylish DRLs, a AV screen with smartphone connectivity, alloy wheels and all. With all this, we knew there was only one way to truly describe this comeback: Wowsome.”
The insight Innocean worked on was simple. Not everything that comes back is good. This is evident by the endless pop culture appearances: remixes, fashion comebacks etc that were better off in the past.
The commercials have brought this idea to life through very simplistic and relatable situations for the young TG that bring out the humor in the not-so-great comebacks. The first ad, released on TV, shows a newly married couple that has come to the station to see off the wife’s mother. While the wife is having a moment with her mother, the husband is distracted. As the train is about to leave, he almost absent mindedly asks his mother-in-law to come again. She takes him on his word much to his dismay, is back the very next day! But as soon as he gets into his new Grand i10, he feels elated. The voiceover captures this sentiment – ‘Not everything that comes back is awesome. But the new i10 comeback is ‘Wowsome’.
Another film, that has just been released on digital shows the simplicity of the idea through a Boomerang, that makes an unwelcome return as the young guy is busy reminiscing about the beautiful girl he just spoke with.
Seizing the digital front with an engaging approach, Hyundai has tied-up with India’s seven acclaimed digital humour artists (Mallika Dua, Cyrus Broacha, Vir Das to name a few), to create a first-of-its-kind encyclopedia of interesting comebacks, in the form of ‘memes’, an extremely popular format among the youth on digital platforms to share their opinions on topics of interest. The digital engagement plan also involves product website and promotion on internal channels.
Smriti Chawla, Senior GM, Client Servicing at Innocean, explains how the digital campaign has been successful in engaging the audience. “Digital medium is constantly evolving, and most often, its tough to crack ideas sitting in offices without having your eye on the consumer’s interaction with that medium 24×7. This idea, while simple, was challenging. With this campaign, we have managed to use the medium to its fullest potential, by identifying evangelists that engage with our audience while creating love for the brand.”
To participate, fans have to log on to www.itswowsome.com and create a ‘meme’ using the expressions of their favourite artists and add an interesting reaction to a comeback and further share it with their friends. The most unique ‘memes’ feature in the videos created by the humour artists and also get a chance to win #Wowsome merchandise from Hyundai. The total views for the Comebackpedia series stands at 3.19 million and over 10,000 memes have been received as entries.
TVC Credits:
Senior ECD: Talha Nazim
Senior CD: Sammy Ghai
Senior Copywriter: Aman Aggarwal
Senior GM: Smriti Chawla
Associate Account Director: Shobhit Mittal
Production House: Jamic Films
Director: Nikhil Rao
Producer : Akshay Uchil and Mekala Krishnaswamy
DOP: Gianni Giannelli
Comebackpedia Credits:
Creative Agency: Innocean Worldwide India
Senior ECD: Talha Nazim
Senior Copywriter: Aman Aggarwal
GM (Digital Services): Abhishek Chhabra
Senior GM – Client Servicing: Smriti Chawla
Associate Account Director: Shobhit Mittal
Production House + Talent: OML (Only Much Louder), Grand Masters of Comedy