Thursday, July 17, 2014

And on the Seventh Day

I've been watching Hyundais "Seven Days of Genesis" videos as they arrive in my mail box and just as I was trying to decide whether I liked it or not, Jane Mills a.k.a +whatjanesays tweeted "Keep it fresh and new people". 

You can watch the Genesis videos here: SEVEN DAYS OF GENESIS Don't worry, there's no Phil Collins so far, but it's only day three.

Now I'm not saying that the Genesis videos are bad. In fact, the camera action, the slo mo shots and mix of comp gen images are really well done. Even the information (which I personally prize above aesthetics) is there after a kind of awkward mid way "Genesis" brand statement. 

There's moderately emotive music, some really beautiful industrial sounds included and they've even used some areas of shooting that look like they could be Australian. That last part is a big deal because Mercedes, Audi and BMW don't seem to want to make ads for our market despite our transaction prices being up to twice that paid in other places. (please comment if you have seen some local ads from the euros)

Still, the whole thing left me kind of cold;
I wasn't anticipating day four. 
I wasn't engrossed in what was happening. 
The information was kind of redundant (muscle turns into motion? really?)
Worst of all, there were no people in it.

We know that the next car is stiffer than the last. 
We know you're making it safer than the predecessor.
We know ....what ever the third point was which I can't remember even though I only watched it 15 minutes ago (really, I'm typing this directly after watching the video)

This is not fresh. This is not new. Don't worry Hyundai. You're not on your own here. Audi have all of a sudden started using dub step in their ads...... but were beaten to the punch by Mercedes last year whom had used dub step in their cool new A Class ads....... but where also beaten to the punch by KFC who used dub step for their frozen crusher drinks..... 

At least you didn't use dub step.

So what can be done? What is fresh and new? Hyundai need to work that out as soon as possible. The Genesis is launching at the end of this year and I am very interested in the product itself. It's a very important statement to the market about what Hyundai is. 

Already they have managed to turn their perception around and battle for small car honours with their seemingly well executed i30. If 5 years ago when their best effort was the snooze worthy Sonata, you said that Hyundai would be selling mid sized wagons for $40,000+ in 2014, I would have lost a rib. 

Their products and times have changed. Brand perception for Hyundai is at an all time high, but the Genesis is the next level. Their marketing needs to make that same leap.

If this is the best they can do, they'll end up hanging out in the corner with Infiniti (sorry Infiniti, there's still time).

"Keep it fresh and new, people".

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