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.
Image Credit: Hyundai, Shutterstock
Hyundai and Culture Brands Launch 'OKAY Hyundai' Marketing Campaign
Niko Pajkovic — October 22, 2021 — Social Good
References: hyundai & prnewswire