earticle

영어

This case study analyzes the 2009 advertising campaign of Tucson ix, one of the leading brands in the SUV market. Despite of the superior product performance of Tucson, this model has shown lower marketing performance in terms of sales volumes compared to Sportage which is the main competitor in the compact SUV submarket. This market situation prompted Hyundai Motor to develop the new launching advertising campaign of Tucson ix. Hyundai Motor developed the improved new product of existing Tucson model and added up the subbrand ix to Tucson. Subbrand ix means 'I am Sexy' and reflects the brand concept, "sexy". Traditionally almost all SUV products' brand position has been based on product-related associations such as outstanding driving performance and exciting experience on the rough roads. In order to differentiate its brand image from other competing brands, Tucson ix introduced new brand position, "sexy vehicle" based on brand personality. The brand concept and ad theme of Tuscon ix is 'Sexy Utility Vehicle' and main target segment is consumer group aged between 28 and 32. Launching ad campaign includes 14 advertisements which maintain the ad theme(sexy vehicle) and differ in the implementation styles. Launching ad campaign combined with other communication vehicles(launching events, fashion magazines, co-marketing with Guess jean brand) has been successful to draw the attention of target market and establish the high brand awareness and unique brand image. Due to the success of Tucson ix ad campaign, Tucson ix established the leading market position in the compact SUV submarket.

한국어

본 연구는 2009년 3월에 새롭게 런칭된 현대자동차의 투싼ix 광고캠페인에 대해 사례분석한 것이다. 그 동안 SUV 제품의 광고는 차의 주행력, 기능의 우수성 등 성능관련 메시지를 표현해왔는데, 투싼ix의 광고는 섹시함이라는 독특한 브랜드컨셉을 기반으로 한 광고캠페인을 전개함으로써 타겟고객층의 마음 속에 차별적 브랜드이미지를 심는데 성공했다. 다음에서는 2009년~2010년 SUV 시장에서 선도적 지위를 구축한 투싼ix의 독창적인 광고캠페인 개발과 실행 과정에 대해 살펴보기로 한다.