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Hyundai Motor rolls out new global brand campaign

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MUMBAI: Automobile major Hyundai Motor Company has launched a new global brand campaign called ‘Live Brilliant‘.

Through the campaign, the company aims to reinforce its brand management activities and fulfil its vision to become the most beloved automotive company in the world, rather than the largest.

Last year, Hyundai started focusing on enhancing awareness of its new brand direction ‘Modern Premium‘ and its accompanying slogan, ‘New Thinking. New Possibilities‘. The company‘s aim now is to illustrate how ‘Modern Premium‘ is expressed and delivered in customers‘ everyday lives.

Hyundai‘s previous campaigns were executed regionally but this is the first time that a worldwide brand campaign is being launched with one single communication applied to all major markets to build up a consistent image as a global brand.

The new campaign is expected to help global customers have a unified image of Hyundai and get a better understanding of the company‘s ‘Modern Premium‘ values which aim to provide more customers with new experiences and values beyond their expectations, in Hyundai‘s innovative ways, the company said.

It also said that the new campaign was finalised after customers‘ characteristic and lifestyle analysis to determine what they wanted and expected from an automobile.

In the campaign, the concept is expressed by not only showing Hyundai‘s "excellence to make customers‘ lives brighter", but also depicting shiny visuals through sunshine or moonlight, the company said.

The company will be releasing four short film-style advertisements whose themes are self, love, friendship and family.

Director Juergen Bollmeyer has directed the films. Departures,‘ a song from the original soundtrack of the movie Like Crazy is used as the background music for the films.

The ‘Live Brilliant‘ campaign begins this month starting with global pan media. It will gradually launch in all markets and will be carried out on television, printed media and digital media.

Additionally, Hyundai has launched innovative marketing activities including the ‘Mega Orgel‘ corporate ad.

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