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Autorev, 1998
Hyundai's Australian distributor will break new advertising ground this month when it launches HTV -- a self-contained television program that will appear every Friday night on the National Nine Network.
HTV will be filmed in the style of a "tonight show" with regular stars, special guests, a live audience, show band, and chances to win prizes. Starring entertainer Tim Ferguson, HTV will be shown every Friday night around 6.20pm in the National Nine News. It will occupy the entire three-minute break between Sport and Weather. The first show, on August 21, will feature the new Sonata (which hits the market on August 17). The "celebrity driver" on this show is author Bryce Courteney and one lucky audience member will win a car.
Other big names that will be seen in later weeks include TV presenter Mimi MacPherson, AFL star Anthony Koutoufides from Carlton, singer Jackie Love, and racing car driver Greg Murphy. Hyundai Automotive's general manager - marketing Ms Nikki King said the concept was developed by the company's new ad agency, George Patterson Bates.
"We've created our own television show which will air every Friday night on Australia's top-rating channel in the top-rating time-slot and on the top-rating program," Ms King said. "The show's timing is ideal, coming just before the usual weekend rush on car yards. And Channel Nine will deliver us the biggest audience that any regular TV program can boast," she said. "We chose this format because it gives us precious time to develop a rapport with the viewers, building on the tremendous recognition Hyundai has already developed in the Australian car market. "Once the show is established, we expect people to tune in specifically for HTV because it will inform and entertain them.
"Three minutes in one grab is far preferable to a raft of conventional 30-second commercials." Ms King said the role played by Tim Ferguson will portray Hyundai as a company that is warm, friendly and can have a laugh. His co-star "Kate", played by Elizabeth Maywald, will provide up-to-the-minute news about Hyundai and its cars.
"Each week, we can update the product information, or change the car," Ms King said. "The celebrity driver and the regular technical spot will be altered to suit our market needs. We will keep the audience interested with fresh information each week. "We will also use the show to generate acceptance for our new corporate slogan: Simply Smarter."
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