Dive Brief:
- Hyundai Motor Company is launching a new marketing campaign showcasing its presence as the first brand available for purchase through Amazon Autos, per a news release.
- The campaign, entitled “Add to Cart,” takes place in an Amazon fulfillment center, showcasing the toys and merchandise typically ordered through Amazon before landing on a 2025 Hyundai Santa Fe emerging from an Amazon shipping box. The spot then shows how simple it is to add the car to one’s cart via app.
- The “Add to Cart” campaign will run during high-profile TV and digital video programs, including professional football and basketball games and on Amazon Prime Video properties, as well as social and other channels. It will also include out-of-home, audio, website content, paid search and media partnership integrations.
Dive Insight:
There seems to be nothing that can’t be bought through Amazon. The pioneering online retailer launched its Amazon Autos property last month with Hyundai as its partner to bring “the simplicity and ease customers expect from Amazon to car shopping,” according to Amazon Autos head Fan Jin.
In addition to the “Add to Cart” campaign, Hyundai will highlight the simplicity of the purchase process in a mini-campaign series called “In the Time it Takes.” The secondary campaign, which will run on digital and social channels beginning in mid-January, will demonstrate various scenarios that should be simple but take longer than expected (such as finding a remote or teaching parents new slang terms). Those activities will be contrasted with the simplicity of purchasing a Hyundai via Amazon Autos.
“This collaboration allows customers to conveniently discover, learn about, and purchase their preferred Hyundai model from their local dealer through one of the world's most trusted shopping experiences,” said José Muñoz, president and CEO of Hyundai Motor Company, in a release. “It represents the future of automotive retail and our commitment to redefining how cars are marketed and purchased.”
Through Amazon Autos, consumers in 54 markets (representing 71% of Hyundai’s sales volume), can browse and search for vehicles, get a valuation for a trade-in of their existing vehicle, secure financing and schedule a pick-up time at their local dealership through Amazon’s interface. The platform also includes Amazon’s familiar features, including product reviews, seller/dealership reviews, an “add to cart” button and simple checkout.
The availability of its vehicles on Amazon Autos and the campaign are the first major efforts under Hyundai Motor America’s new CMO Sean Gilpin, who took the position in August after Angela Zepeda departed the company following an internal reorganization to become global head of marketing at X. Previously, Gilpin had been vice president of global sales and marketing for Hyundai Motor Company since July 2023.
