Diverse
representation
was
important
to the
making
of the
campaign.
Culture
Brands,
along
with
Brim &
Brew, a
Black-owned
production
company,
ensured
people
of color
were in
front of
and
behind
the
camera.
The
result
was a
delightful
interaction
between
cast and
crew
that is
captured
in
behind-the-scenes
footage
that
will
also be
used as
part of
the
campaign’s
social
strategy.
No Stops
Necessary
| 2022
SANTA FE
Plug-in
Hybrid
EV |
Hyundai
Hyundai
and
Culture
Brands
Launch
Their
First
African
American
Campaign
with a
Resounding
OKAY
HYUNDAI!
FOUNTAIN
VALLEY,
CA –
Hyundai
Motor
America
and its
African
American
marketing
agency
of
record,
Culture
Brands,
have
launched
their
inaugural
marketing
campaign.
The OKAY
Hyundai
campaign
is
scheduled
to
launch
this
week and
includes
television
and
radio
spots,
digital,
social
media,
influencer
programming,
and
branded
content
with
media
partners.
“We set
out to
make our
marketing
inclusive
and
representative,
and the
result
is
working
with
Culture
Brands
to
launch
the OKAY
Hyundai
campaign
to
promote
the 2022
Hyundai
Tucson
Plug-in
Hybrid
and the
2022
Hyundai
Santa Fe
Plug-in
Hybrid
in a
culturally
relevant
way,”
said
Angela
Zepeda,
CMO,
Hyundai
Motor
America.
“What
makes
this
campaign
unique
is its
relatability
which we
feel
broadens
Hyundai’s
voice in
the
marketplace.”
“OKAY is
defined
as a
word
that is
used to
express
assent,
agreement,
or
acceptance,”
said
Eunique
Jones
Gibson,
CEO &
Chief
Creative
Officer
of
Culture
Brands.
“In the
African
American
community,
placing
OKAY
before
something
is the
quintessential
way
things
worth
noticing
are
acknowledged.
Together,
it’s the
perfect
nod to
Hyundai
and to
our
prospective
buyers.”
Insights
into the
vehicle
target
were
honed
through
research
and
real-time
polls
leveraged
through
‘Because
of Them
We
Can®.’
OKAY
Hyundai
contains
cultural
references
and
nuances
embedded
into the
creative
messaging,
which is
part of
the
Culture
Brands
recipe.
OKAY
Hyundai
came
from the
art form
of how
the
African
American
community
acknowledges
someone.
This
form
focuses
on an
approach
of less
is more,
and
efficiency
is
supreme.
Oftentimes
with
just one
word,
those on
the
receiving
end are
seen,
praised,
and
validated.
See
someone
with a
nice
outfit
on? OKAY
outfit!
See
someone
driving
a
vehicle
that
elevates
the
entire
market?
OKAY
Hyundai!
“As
important
as the
cultural
insights
were to
the
creative,
they
were
also
used as
a tool
for the
media
placement,”
added
Erik
Thomas,
senior
group
manager,
experiential
&
multicultural
marketing,
Hyundai
Motor
America.
“We are
reintroducing
Hyundai
to the
community
as a
viable
option
for new
vehicle
prospects,
while
showcasing
the PHEV
quality,
benefits,
and
capabilities
of these
vehicles.”
Diverse
representation
was
essential
to the
making
of the
campaign.
Culture
Brands,
along
with
Brim &
Brew, a
Black-owned
production
company,
ensured
people
of color
were in
front of
and
behind
the
camera.
The
result
was a
delightful
interaction
between
cast and
crew
that’s
captured
in
behind-the-scenes
footage
that
will
also be
used as
part of
the
campaign’s
social
strategy.