FOUNTAIN VALLEY, CALIF., 11/29/2010
Hyundai is taking one of the Internet’s breakout artists, Pomplamoose, into mainstream media with a winter marketing campaign featuring new music from the popular YouTube duo. Pomplamoose’s Jack Conte and Nataly Dawn recorded three new covers of traditional holiday favorites for the campaign. “Deck the Halls” is the theme for a new Genesis spot announcing a lease offer of just $399 per month. “Up on the Rooftop” is the soundtrack for an all-new 2011 Sonata spot introducing a $199 per month lease special. And “Jingle Bells” is used in several spots featuring deals on Accent, Elantra and Santa Fe. The campaign kicked off November 22 and runs through January 3, 2011.
“Traditional holiday campaigns are like wallpaper. We asked our agency of record, Innocean, to find something that would stand out. This interesting YouTube sensation, Pomplamoose, intrigued us from the onset, and we’re delighted by the distinct, fresh sound they add to our creative,” said John Krafcik, president and CEO, Hyundai Motor America. “With the open, honest dialogue created through our recent ‘Uncensored’ campaign still fresh in consumers’ minds, this effort adds charm and warmth – along with amazing deals for car buyers. The integrated campaign will tie all marketing channels and leverage the built-in audience that Pomplamoose has amassed through their video songs.”
Conte and Dawn are featured playing instruments and singing in all of Hyundai’s holiday advertising. Their music combines Dawn’s warm vocals with Conte’s musical talent. Every instrument in their music is performed individually and then mixed together in their “video song” style. The pair of Stanford University grads also edited the spots, ensuring they are authentic to Pomplamoose’s style.
The campaign is completely integrated across all marketing levers:
- TV
- Radio
- Digital: Banners, Tout and Hyundai.com
- Point of Sale Kits
- Social: YouTube, Facebook postings
- CRM: email and direct mail
Several variations of the spots can be viewed on Hyundai’s YouTube channel: http://www.youtube.com/hyundai
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