Hyundai Marketing Plan Preps for All-New Veloster’s Appearance

New Ant-Man and The Wasp-inspired Hyundai commercial captures an awkward stoplight exchange featuring the all-new 2019 Veloster Turbo

The all-new Hyundai Veloster will be making its Hollywood debut in Marvel StudiosAnt-Man and The Wasp and the brand is suiting up to give fans an action-packed experience. Leading up to the 6 July release, the brand is tapping into Ant-Man’s superpowers with a fully integrated marketing plan that includes new commercials, an interactive sweepstakes and much more.

“Having our all-new Veloster immersed in the Marvel Cinematic Universe is a great way to entertain consumers and showcase the vehicle’s stylish design and performance capabilities to a massive audience. We wanted to take full advantage of this collaboration by engaging fans and providing them with experiences beyond the big screen,” said Dean Evans, CMO, Hyundai Motor America.

“There is so much fun to be had with this film, which is why we are elated about the approach that Hyundai has taken with their campaign. The humour is there, the heart is there, and the creativity is firing on all cylinders because they are experimenting with the same sizing and scale gags that our heroes encounter all throughout the movie,” said Mindy Hamilton, Marvel’s SVP of Global Partnerships & Marketing.

Starting on 11 June, the brand has aired the new Ant-Man and The Wasp-inspired ad “Stoplight Standoff” on US broadcasts. Two police officers and a Veloster driver exchange in a very awkward standoff at a stoplight, as they each think the other is suggesting a race. Little do they know, a tiny Veloster based on the vehicle featured in the movie is the cause of confusion and is burning rubber between their cars, showcasing the car’s cool and aggressive look. The new spot was shown for the first time globally at the brand’s display at the Busan Motor Show in South Korea on 7 June.

“We are huge Marvel fans, so we immediately recognised that our goal was to integrate Hyundai in a way that felt organic and paid homage to the comedy inherent in the films,” said Joe Reynoso, Associate Creative Director and Alvaro Soto, Senior Copywriter, both from Hyundai’s agency of record, INNOCEAN USA, who helped develop the integrated Ant-Man campaign.

During the world premiere of Marvel Studios’ Ant-Man and The Wasp, the Veloster from the film will be dressed as a packaged toy car that has been enlarged and displayed at the red-carpet event. The brand will also be sponsoring the premiere live stream that runs on Marvel’s digital platforms. During the live stream, two segments will be dedicated to the brand and hosted by Marvel’s on-air personalities as they explore more of the backstory behind its placement in the movie as well as fan reaction to what is happening on the carpet.

Marvel fans will have a chance at an early screening, as the brand will be placing around Los Angeles tiny toy versions of the Veloster, which will serve as movie passes to an exclusive showing. It will drop clues on its Facebook, Instagram and Snapchat channels about the mini-car locations. Participants will also be encouraged to post about the scavenger hunt on their social channels, using #HyundaiVeloster. The scavenger hunt will take place in late June.

The screening event will give attendees a special experience with the brand and Marvel, and a shareable night out at the movies. The event will have fun photo ops, gift bag giveaways, custom artwork posters and a Hyundai Veloster display. Roughly 500 people will be able to attend the exclusive screening, which takes place on 3 July in Los Angeles, three days before the theatrical release. Seating at the event will be first-come, first-served for those that find a car. Advantage is helping manage the experiential screening event for the brand.

The brand will also implement the movie car into the trim section area on HyundaiUSA.com’s Veloster landing page where guests can enter to win tickets to see Marvel Studios’ Ant-Man and The Wasp. Additionally, weekly mini-ads highlighting the Hyundai Veloster will be placed within Marvel comic books from 20 June to 25 July. Multiple versions of this creative will subtly appear at the bottoms of various other advertisements that are promoting the biggest upcoming Marvel Comics releases.

Finally, select Hyundai hand-raisers and owners will receive mail with custom artwork from Marvel artists of the Veloster that gives recipients exclusive early access to a behind-the-scenes featurette. The artwork will also be sent to all brand dealerships to leverage in their showrooms.

Hyundai was a two-time winner of the World Branding Awards, in the Automotive category.