Hyundai will launch a new integrated marketing campaign in July starring everyday consumers. In a mall tour spanning from Atlanta to Chicago to Los Angeles in May and June, Hyundai captured the unscripted, unedited remarks of drivers as they tested various Hyundai models. Those impromptu remarks highlight the Hyundai Uncensored campaign. A total of six new spots will be joined by digital, radio, social media, experiential, CRM and point-of-sale components as the campaign ramps up in July and runs through the end of August.

Hyundai Uncensored was born out of the insight that consumers are most influenced by other consumers, so we captured totally organic conversations from people inside our cars and packaged them into an integrated campaign, said Chris Perry, vice president of marketing, Hyundai Motor America. Going one step further, were giving consumers the opportunity to drive our cars and tell their friends about the experience through social media components of this campaign.

The 30-second spots highlight Sonata, Santa Fe, Accent and Elantra as well as Hyundais full model lineup. Messages include the peace of mind provided by Hyundai Assurance including Americas Best Warranty and roadside assistance, design, value and Hyundais industry-leading fuel efficiency. Advertising will air on both cable and network television, and outtakes will be posted to Hyundais YouTube channel by mid-month. Hyundais adverting agency, Innocean Worldwide Americas, is responsible for the creative.

The experiential campaign focuses on two key strategies. First, 125 non-Hyundai sedan owners will be given a new 2011 Sonata to drive for 30 days. Their comments will be posted unscripted and unedited on Hyundais Facebook site. The second is a multi-city ride-and-drive which includes a video booth where consumers can film their drive impression and post video directly to their own Facebook page.

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