Indiantelevision.com Team

(19 February 2008 3:00 pm)

MUMBAI: 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 per cent of respondents had improved their opinion of the Hyundai brand, the highest for any automotive advertiser.

In addition, in comScore's 2008 Super Bowl post-game survey, Hyundai garnered a 45 per cent increase in net brand improvement, the highest figure for 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. The ads needed to break through the clutter, give the viewer a quiet moment and differentiate Hyundai from what the other companies were doing, and it clearly worked," said Hyundai Motor America VP Joel Ewanick.

Nielsen's Online MegaPanel Survey post-game reported that 43 per cent of the respondents said that Hyundai's Super Bowl ads had improved their opinion of the brand, 57 per cent said that the ads told them something new and 45 per cent 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 released the results of its annual post-game survey of US 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.

Developed by Goodby, Silverstein & Partners, the two new ads were 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.