Brand suicide broadcast to a mainstream audience

Coming hot off the heels of the Ford/WPP Berlusconi saga you would be forgiven for thinking that car manufacturers across the world had learnt a valuable lesson when it came to their advertising content. However, in the latest edition of unbelievable brand positioning and questionable decision making let’s take an in-depth look at a notorious continuous offender when it comes to controversial marketing.  Hyundai’s latest marketing blunder can be seen below although The Brand Avenger must advise that some impacted by suicide might find the footage distressing.

http://www.youtube.com/watch?v=YtfmNGOaB5M

It is clear to see from the recent content released from Hyundai and their agency Innocean Worldwide Europe that steering clear from controversy was a message clearly lost in this instance. It is hard to believe there was not one person through the creative development, implementation and strategic launch of this content who questioned why they were releasing it or what negative impact it could have on Hyundai’s brand reputation. Seems to me had one person questioned why suicide was an acceptable theme for creating a viral campaign on advances in emission technology maybe Hyundai could have saved themselves the embarrassment of having to remove the advert so soon after they decided to release it.

http://www.marketingweek.co.uk/news/hyundai-to-pull-controversial-suicide-ad/4006494.article

Hyundai’s latest attempt at brand suicide doesn’t just serve as a valuable lesson on why controversy isn’t always the best tool for awareness but it also once again highlights the power of social media in bringing the corporate culprits to justice.  Holly Brockwell’s open letter to the company deserves a read and can be found below. This served as the catalyst that brought the social spotlight to the issue.

http://copybot.wordpress.com/2013/04/25/an-open-letter-to-innocean-and-hyundai/

From this point on the social tools at the public’s disposal such as Facebook, Twitter and Tout opened up direct channels of communication and word of mouth buzz across borders to publicly denounce the brand. As Lara O’Reilly covers in an excellent article below both Hyundai or Innocean have continued to do themselves no favours through their muted responses and apparent blissful ignorance demonstrated in their lack of updating their social media tools to apologise.

http://www.marketingweek.co.uk/opinion/why-hyundai-has-committed-brand-suicide-with-its-failed-attempt-at-viral/4006502.article

This isn’t the first time Hyundai have tried to create a stir when it comes to their advertising. Viral marketing can be an effective tool to use for creating awareness of a brand. Viral marketing has to capture the public’s interest so they are encouraged to share within their networks. The end goal should be a successful campaign spread over numerous contacts, which successfully leaves all with a positive perception of the brand or at the very least a level of respect for the message conveyed. Taking this into consideration Hyundai have clearly got it wrong time and time again when it comes to some of the marketing campaigns they have signed off. Most recent examples include the outcry that was created following this advert in Holland.

http://www.youtube.com/watch?v=ImY0U8WChJ0

Prior to this Hyundai were busy creating controversy in the land of the brave and the home of the free. If you can’t give them credit for anything else at least we can give the Korean car manufacturer kudos for continually looking to damage its brand across international markets.

http://www.dailyfinance.com/2010/06/14/hyundai-pulls-world-cup-ad-after-catholic-outcry/

The only thing poorer than Hyundai’s decision making has been its responses on social media. So far there has been little to no response rather than a statement released directly to the media. Hyundai need to understand that releasing a statement to the press and the press alone isn’t going to solve the big issue they have now created themselves. Now is the time for an immediate and strategic damage limitation exercise across their social media. There isn’t one member of the public who is less important than another one in this situation. They need to take the time to listen to what people are saying and create personalised responses which demonstrates a real attempt to right the wrongs they are responsible for. And here is another suggestion Hyundai may wish to consider for the future. The next time the creative agency come up with a crazy idea that will create a stir and raise awareness maybe build an objective into the brief that the campaign has to do more than shock and annoy.