2018 Hyundai I30 N Commercial Trailer – Video
Hyundai Motor UK is set to turn heads with its new marketing campaign to launch high-performance ‘N’ range which will go live on May 12.
The through-the-line creative, developed by boutique UK agency Wash Studio, has been designed to directly engage the UK’s car enthusiast audience with Hyundai’s new i30 N hot hatch.
The i30 N is Hyundai’s first performance model under the Hyundai N range. It has been engineered in Namyang by Hyundai’s dedicated High Performance Vehicle Division, led by Albert Biermann, and honed at its European test centre at the Nürburgring. Featuring a four-cylinder 2.0-litre T-GDI turbo engine, it delivers up to 275 PS and 353 Nm torque.
As Hyundai is new to the hot hatch category, the marketing campaign for i30 N needed be bold and disruptive. UK design agency, Wash Studio, won a four-way pitch in late 2017 and within a short timeframe developed the ‘Turning Petrol Heads’ concept into a fully integrated campaign. The creative will run through a broad media selection – to include TV, print, cinema and innovative Out of Home formats – and will feature within a UK consumer track day experiential programme.
The TVC showcases i30 N’s performance and handling characteristics on UK roads, and features three characters who are all ‘petrol heads’ in both the literal and metaphorical form. These passionate individuals replicate the debate that’s currently happening amongst the community of UK car enthusiasts, designed to be a physical expression of how heads are being turned, perceptions changed and attention grabbed by the new i30 N. Each have their own distinct personality and life-like characteristics; there’s the Evangelist who’s animated, excited and heated; the investigator who’s always asking questions and answering back; and the cynic who isn’t interested in engaging with the conversation as his mind’s already made up.
Innovative use of CGI was used to bring the petrol head characters to life with the use of a new render engine, Corona Renderer. Whilst mostly used in architectural visualisation, its speed and efficiency at producing photo-real metals and plastics meant that it was ideal for the project. Hyundai are amongst the first to use this technology for visual effects and in commercial advertising.