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BRAND: Sonata Embera
HEADLINE: First among equals... CRDi VGT
BASELINE : Undoubtedly distinguished
AGENCY : Innocean
4Ps TAKE : Targeting
next generation buyers, Hyundai drives out its new range of Sonata cars. Embera was launched a few months ago. But for the previous ranges of Sonatas, the going probably hasn’t been too good. So how about getting into top gear to lure potential customers? The single-minded focus of Hyundai is to promote Sonata Embera, a high-end luxury segment brand. The USPs? Advanced H-matic 4-speed automatic transmission & 6-speed manual transmission. The core idea is to position both its models – VTVT & CRDi VGT – as being sophisticated & classy. The body copy talks about the product’s various features: automatic climate control, 6CD changer with woofer, electrically powered driver’s seat, spacious boot & stylish twin exhausts. The ad, much like the product, has a singularly distinguished look & feel about it. So if you want a distinguished drive, then go get this one!For more articles, Click on IIPM Article
Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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