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Hyundai Assurance & Overcoming Barriers to Act

January 14, 2009

We’ve been talking a lot about insights and strategies to overcome barriers to action as we evolve our Transactional Branding discipline.  Hyundai Assurance is a great example.  Hyundai has an offer running through 2009 taking consumer economic fears off the table with their Assurance program.  If you lose your job, return the car.  Commercials say “we have your back.”  The client told Automotive News earlier this month that focus group research late last year revealed that no amount of incentives would motivate consumers to buy a new car right now because of uncertainty about the job market.  So they are pouring a bunch of marketing dough into funding this insurance program and promoting it heavily.  Relevant, insightful and going right after the barrier to action.  From a branding perspective, it’s probably making people with new car lust consider the brand when they otherwise might not have.  Very smart and The Lair will be watching to see what happens with this effort.

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2 Comments leave one →
  1. alexmkerlick permalink*
    January 20, 2009 5:36 pm

    The VO is Jeff Bridges. I learned so much last week about celebrity spokespeople. It’s rather fascinating how so many brands are voiced by celebrities who are never explicitly identified.

  2. Crystal permalink*
    February 5, 2009 11:35 am

    14% increase in sales year over year for the month of January.

    That says it all.

    http://www.nytimes.com/2009/02/05/business/media/05auto.html?_r=1

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