THE BRIEF:

The medium SUV category is the most competitive of all. We needed to prove Tucson’s quality and capability to an audience that live in the suburbs. The challenge was to show off the Tucson’s credentials in a way that is authentic to its audience.

CREATIVE IDEA / INTERNAL QUOTE:

“This is the car for people who drive in the city for 364 days a year but buy a car for the one day they may go bush. Our couple are more used to chasing down the best flat white than a runaway tent but the Tucson always has their back.” Steve Jackson, ECD

RELEASE:

Putting the Hyundai Tucson through its paces, Hyundai has unveiled its ‘Made For It. Even If You’re Not’ campaign to promote the confident and capable Tucson SUV.

The national campaign highlights the many reliable capabilities of the Tucson whilst also showing off its more refined qualities, including remote start and the ability to set the car’s interior temperature remotely from an app in the palm of their hand.

Acknowledging that the medium SUV category is one of the most competitive, Innocean’s remit was to demonstrate, in an authentic and honest way, how the Tucson’s durable driving credentials and tech-savvy luxuries benefit and resonate with an audience that lives in the suburbs.

“A lot of people who buy SUVs live in the city, but love the option to go off-road occasionally. Our campaign shows the Tucson being put through its paces and makes you think - if it’s tough enough to handle the country it can certainly look after you in the city.”

The campaign runs across broadcast, print, digital, cinema and point of sale.

Hyundai Tucson’s ‘Made For It. Even If You’re Not’