- Hyundai has teamed up with Instagram’s ‘Born on Instagram’ program wherein 35 creators from diverse genres will create unique content to connect with Gen MZ
- The campaign is aimed at leveraging the right voice for the right audience
- ‘Live the Lit life’- Hyundai’s personification of consumer goals that highlight their lifestyle, hobbies, and passions.
Gurugram, 20th June 2022: Hyundai Motor India Ltd., country’s first Smart Mobility Solutions Provider and the largest exporter since its inception, today launched branded content campaign to illustrate the new VENUE’s bold and premium appeal and bespoke design language. As a part of the campaign, Hyundai has collaborated with Instagram’s ‘Born on Instagram’ program to connect with Gen Z and Millennials, under its flagship theme ‘Live the Lit life’.
Under this collaboration, 25 ‘Born on Instagram’-certified creators with followership ranging from 30-300k will create unique and interesting content around the new VENUE to strike a chord with Gen MZ. Additionally, Hyundai will utilise 10 established creators with followership up to 4.5 million and a good connect with the youthful populace, for snackable digital content on the go-to platform of Gen MZ, Instagram. Hyundai plans to leverage this association with ‘Born on Instagram’ to garner engagement through bite-sized content, that includes reels, stories, static posts and videos that will be posted by these 35 influencers in 4 days starting from 16th June 2022.
Tarun Garg, Director (Sales, Marketing & Service), Hyundai Motor India Ltd., said, “As a progressive brand, we are excited to collaborate with Meta and showcase our commitment to young India. Conceptualized with an overarching theme of ‘Live the Lit life’, the campaign showcases how well the new VENUE embodies the lifestyle, interests and passion of Gen MZ by engaging top creators. ‘Live the Lit life’ epitomizes the new Hyundai VENUE as the trendiest, upbeat and the most comfortable SUV that complements the dynamic aspirations of Gen MZ. This activation will personify unique and exhilarating experiences through highly engaging digital, creator influencer-driven content.”
‘Born on Instagram’ is Instagram’s creator education and enablement program. Since its launch in 2019, the program has enabled creators to create more engaging content, and build stronger communities through self-serve, e-learning courses available in five languages, masterclasses from top creators, weekly content trends, and earning opportunities through rewards and brand partnerships. Saugato Bhowmik, Director, CPG, D2C, Automotive, Facebook India (Meta), added, “We’re deeply committed to supporting the creator economy, and to facilitate branded content partnerships that have meaningful business impact. With this campaign, we are providing the ‘Born on Instagram’ creators an opportunity to bring their community closer to the brands they already love and to monetize through branded content partnerships. For Hyundai, we’re facilitating an engagement with a thriving group of creators whose content, creativity and engagement, drive their community to take actions.”
Hyundai’s communication narrative for the new VENUE Launch, ‘Live the Lit life’, represents the expectations of young customers to immerse in a thrilling and enjoyable driving experience, enabling them to “Live the Lit life”. The theme personifies customer aspirations to rejuvenate young and exciting experiences for new-age consumers, comprising of young Millennial and Gen Z professionals. Encapsulating the needs and aspirations of Gen MZ customers, Hyundai developed the key communication of ‘Live the Lit life’ that illustrates the new Hyundai VENUE as the next Lit space for customers on their journey.
The new VENUE is designed to be notably bold, combining innovation through features like sensuous sportiness, enhanced connectivity and cutting-edge technology, thus steering youth’s desire to drive.