The 'welcome mat' is accompanied by a longer running social campaign.
Hyundai welcomes Australia back outside and heralds the nation's newfound freedom as restrictions are lifted on intra-state travel in a new campaign..
Created by Innocean Australia, ‘welcome mat’ appeared in press and OOH, breaking just ahead of the Queen’s birthday long weekend, the first weekend when intra-state travel was permitted across most states.
This is accompanied by a second longer running social campaign on Facebook and Instagram which highlights the journeys people have been taking in their homes these past few months: from the bed to their work station at the kitchen bench, from bed to home schooling, from inside to camping out in the garden or on the balcony, from the couch to picking up delivery at the front door.
But after long weeks taking the same routes over and over again, it is finally time to explore some new ones in the outside world.
Using geo-location, people are invited to swipe to discover a selection of ‘New Routes’ within their state.
“When presented with the concepts it immediately felt relevant to the current environment that we are all in," Hyundai director of marketing Kevin Goult says.
"Recognising customers would have missed driving their Hyundai as part of everyday life, we wanted to help with a few destination suggestions.”
Innocean ECD Steve Jackson: “There’s nothing like a road trip to blow off the lockdown cobwebs, so we and Hyundai were as just excited as everybody else to get back on the road, visit some new places and support our regional communities around Australia.”
Client: Hyundai Australia
Director of Marketing: Kevin Goult
Marketing Strategy Manager: Nick Cook
Marketing Coordinator: Emma Austin
Creative Agency: Innocean Australia
Executive Creative Director: Steve Jackson
Creative Director: Dan O’Connell
Art Director: Rod Soares
Copywriter: Rod Cunha
Head of Digital: Trevor Crossman
Digital Producer: Mitchell McCausland
Designer: Tao Zhang, James Searchfield
Developer: Dario Crucitti
Production: Warrick Nicholson
Studio Manager: Juliana Bacmaga
Group Account Director: Philip Sherar
Account Director: Vincent Pled
Photographer: Gary Sheppard
Retouching: Cream Electric Art