Hyundai's "Big Duh" Advertising Campaign Snares Top Spots in Consumer Recall Study

FOUNTAIN VALLEY, Calif., 03/31/2008 -- Hyundai Motor America (HMA) earned the highest ranking for consumer recall with its “Big Duh” year-end sales event advertising spots according to IAG Research, the TV ad effectiveness and program engagement company. IAG ranked auto commercials that viewers remembered most and liked best from November 1, 2007, to January 26, 2008.

“Recall is one of the most important indicators of a campaign’s effectiveness,” said Joel Ewanick, vice president of Marketing for Hyundai Motor America. “This campaign is friendly, approachable and pokes fun at traditional car sales event advertising, which are all characteristics that contributed to its success.”

In the “Big Duh” commercials, a choir surrounds a vehicle and sings “duh” to the tune of Christmas carols. The two highest-ranking spots were “O Christmas Tree” and “Carol of the Bells.” Hyundai also scored a top-10 finish with its “Winter Wonderland” spot. The commercials were thematically consistent with the Hyundai campaign that ran late summer, which aided the viewer recall.

Hyundai experienced it best-ever December with sales of 46,487 units with the “Big Duh” year-end sales event spots contributing to these impressive sales results.

Hyundai Motor America, headquartered in Fountain Valley, Calif., is a subsidiary of Hyundai Motor Co. of Korea. Hyundai vehicles are distributed throughout the United States by Hyundai Motor America and are sold and serviced through more than 780 dealerships nationwide.

Source: HYUNDAI MOTOR AMERICA

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