Hyundai’s new campaign aims to attract a larger audience by repositioning its Tucson model as a car for all Canadians.

Devised by Innocean, the “Tucson Stories” campaign highlights the redesigned Tucson 2025 model and its versatility. Its creative draws on the content of eight influencers – from the culinary journeys of Max L’Affamé to the family adventures of La Famille Venture – who emphasize how the vehicle integrates into their daily lives.

“Tuscon Stories is a creative evolution with a unique spin Canadians haven’t seen before, taking a new approach to reach new audiences with our message and bringing awareness of the fresh redesign and features that appeal to the consumer base,” says Peter Assenza, national manager, marketing communications at Hyundai Canada.

Assenza tells strategy that the team wanted to go beyond the adventure message because it limited the range of audiences they could reach. With the new message, Hyundai recognizes that its customers are much more than just adventurers, says Assenza.

Launching the campaign now was important because of increased competition in the automotive industry, Assenza says, adding the compact SUV segment in Canada represents the highest volume of sales (nearly 40% of a total industry volume in 2023) and continues to grow.

Marcio Beauclair, VP of strategy at Innocean Canada, says millennials are Hyundai’s target audience, since that group has achieved a level of success that allows them to invest in large purchases like vehicles. Millennials are also media savvy and aware that brands are trying to sell to them, so they are looking for brand authenticity and want to be recognized, informed and entertained, Beauclair says.

In addition to the collaboration with influencers, the media plan includes radio, social media, promotion on Hyundai’s own channels, CRM and dealer activations. Innocean handled media buying.