South Korean automaker Hyundai has announced the launch of a new marketing campaign titled 'OKAY Hyundai,' which was created in collaboration with the company's African American marketing agency of record, Culture Brands.
According to Angela Zepeda, CMO of Hyundai Motor America, Hyundai set out to make their marketing "more inclusive and representative" to promote the new '2022 Hyundai Tucson Plug-in Hybrid' and the '2022 Hyundai Santa Fe Plug-in Hybrid.'As a result, the new 'OKAY Hyundai' contains cultural references and nuances unique to the African American community.
At the heart of the campaign is the playful use of the word "okay," which Culture Brands sees as being used in African American culture in a unique and positive way. "In the African American community, placing OKAY before something is the quintessential way things worth noticing are acknowledged," explains Eunique Jones Gibson, CEO & Chief Creative Officer of Culture Brands.
African American Car Campaigns
Hyundai and Culture Brands Launch 'OKAY Hyundai' Marketing Campaign
Trend Themes
1. Inclusive Marketing - Companies can benefit from actively seeking to make their marketing efforts more inclusive and representative
2. Cultural References in Advertising - Including cultural references and nuances unique to specific communities can enhance the effectiveness and engagement of marketing campaigns
3. Celebrating and Elevating Cultural Nuances - Highlighting cultural nuances and unique phrasing in advertising can create a positive and inclusive brand image
Industry Implications
1. Automotive - Automotive companies can benefit from collaborating with cultural marketing agencies to create more inclusive campaigns that resonate with specific audiences.
2. Marketing - Marketing agencies can work towards creating more inclusive campaigns for their clients by highlighting and understanding cultural nuances unique to specific communities.
3. Advertising - By celebrating and elevating cultural nuances in ads, advertising agencies can create campaigns that are engaging and foster a sense of inclusivity and authenticity.