Hyundai and youTube sensation pomplamoose ring in the holidays
with integrated marketing campaign
winter Sales Season Kicks Off With New Music from Popular Performing Duo
November 29, 2010, Fountain Valley, Calif. – 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:
Hyundai Motor America, headquartered in Fountain Valley, Calif., is a subsidiary of Hyundai Motor Co. of Korea. Hyundai vehicles are distributed throughout the United States by Hyundai Motor America and are sold and serviced through almost 800 dealerships nationwide. All Hyundai vehicles sold in the U.S. are covered by the Hyundai Assurance program which now includes the 5-year/60,000 mile fully transferable bumper-to-bumper warranty, Hyundai’s 10-year/100,000 mile powertrain warranty, 5-year complimentary Roadside Assistance, and the job-loss vehicle return program. For more details on Hyundai Assurance, please visit www.HyundaiAssurance.com.