Innocean has found a new way to show all the class car ad scenes in its campaign for Hyundai. The agency has put them all into a prime-time Seven Network TV series, The Big Trip, with the premise challenging the impossible.
The four-part reality series reimagines the Aussie road trip – taking its electric vehicles and hybrids from one side of Australia to the other. Sol it includes all the classic car torture tests – desert, snow, long distances between fuel or charging – even camels…and plenty of long, winding roads.
The Big Trip pits four teams of celebrities against each other – comedians, athletes, actors and reality stars – with challenges designed to embody the spirit of road tripping and Hyundai’s spirit of trying. Hosted by comedian Dave Thornton, the show is an entirely new format that introduces community, human and car challenges, with the eventual winners giving all four cars away to four of their followers and fans.
Accompanying it is a brand campaign that sets up the challenge – and all the classic car ad scenes. The full campaign will include an array of content including a social media splash featuring behind-the-scenes footage, plus out-of-home, and the brand ads on TV and cinema, all coming together around the main event, The Big Trip.
The series was produced by FINCH and Maker Real; the campaign by FINCH.
Andrew Tuitahi, Hyundai director of marketing and product, stated, “Multi-channel brand campaigns are one thing, but collaborating on a TV show in an iconic environment, showing our incredible product line up while also paying homage to Australian culture, took immense effort on behalf of everyone involved including our Marketing team. It’s testament to our ambitions as a brand in Australia.”
Adam Hosfal, managing partner at Innocean, added, “Extending the fourth wall beyond advertising and into entertainment is where a brand can unaffectedly express itself, but so few do it. With the combined upshot of brave clients, media sharing a desk with creative, and an unfaltering brand strategy, the possibilities are endless, and not least powerful. Driving a fleet of EVs and hybrids across Australia to create multiple campaigns, while making a prime-time TV show, is testament to the best creative and media minds coming together.”
Loren Bradley, head of FINCH Entertainment, commented, “Our collaboration with Hyundai and Innocean to create this fun format reflects our commitment to fresh and entertaining storytelling. The Big Trip is a perfect example of how brands can show up differently for audiences, a concept that we are so excited by at FINCH Entertainment.”
Innocean launched a media division in October with Hyundai as one of three foundation clients.
The series launched on November 13, with episodes airing every Wednesday at 8:30pm on the Seven Network and culminating in a finale on December 4 at 7:30 pm. It may also be streamed on 7plus.
Credits
Client: Hyundai Australia
Creative Agency: Innocean Australia
Production Company (Campaign): FINCH
Production Company (TV Series): FINCH Entertainment, Maker Real
Media Agency: Hearts & Science, Innocean Media
Post Production: The Editors
Music: Level Two
Sound Design: Massive Music
Network Partner: Seven Network
