Hyundai Motor America recently launched a multi-platform Spanish-language campaign with a “respect” theme, reportedly mirroring the regard that Hyundai holds for the increasingly populous, and affluent, consumer group. The theme is also meant to reflect the respect that the company feels it has earned in the marketplace.
The campaign is part of the 24/7 new product line initiative that Hyundai introduced in 2005, whereby they announced the unveiling of seven new products over the subsequent two years.
The campaign consists of various Spanish-language print, radio, and TV ads in support of the new product line. In addition to the significant investment in the Hispanic campaign, Hyundai's targeting of Hispanics is reflected in the names of some of the new vehicles, such as the “Tucson” and “Santa Fe,” which are also highly Hispanic U.S. cities, and the Hyundai “Tiburon,” Spanish for shark.
The campaign is being implemented by Miami-based Rivero Messianu (dRM DDB), Hyundai's Hispanic agency of record since it took over the account last February.