Hyundai among top ads of 2010

29 December 2010

Commercials from Hyundai, Nestea and Nutella - all attempting to transform brand perceptions - offered particular creative inspiration to Warc's users this year.

Nutella, owned by Ferrero, sought to change the opinion among UK consumers that it was a treat, rather than a regular part of the "breakfast ritual", and secured the greatest number of video hits in 2010. (The case study, including creative, can be viewed here.)

Research found most shoppers viewed Nutella as a chocolate spread, even though it is actually made from hazelnuts.

The main role of the creative was to effectively demonstrate this fact, while showing Nutella's suitability for the family as an alternative to jam or peanut butter when eating toast at breakfast.

Simple, the skincare range, also attempted to shift popular associations, having achieved success with consistent messaging stating that it did not contain perfume and harsh chemicals.

Insights from the target audience revealed such strengths actually limited growth, as shoppers defined Simple "by what it was not", instead of using positive descriptive terms like "beauty" and "indulgence".

To transform this situation, a new "manifesto" was forged around the notion of "Simple goodness", emphasising the brand's gentleness, and that it included pure ingredients and nourishing extracts.

Following a path broadly akin to Dove, the tone of communications featured women who would be authentic ambassadors, rather than adopting the overtly glamorous approach typically pushed by the category.

Total sales rose dramatically as a consequence of these efforts.

In the US, Hyundai faced a major challenge after the onset of the economic downturn put the brakes on the auto industry.

Market data revealed many potential prospects would consider switching to different brands as the fiscal climate worsened, but displayed widespread concern about their ability to maintain payments.

Hyundai thus aimed to revolutionise its model of the purchase process, looking entirely from the consumer perspective.

As a result, the "Assurance" platform - boasting ads broadcast during the Super Bowl and Academy Awards - promised anyone buying a new Hyundai model could return it should household finances so demand.

Ultimately, this idea generated significant buzz and sales, and secured Gold at the North American Effies.

At the opposing end of the price spectrum, Nestea overcame reservations among 18-29 year olds in Australia regarding iced tea, eschewing a focus on health or refreshment in favour of competing on taste.

The core proposition, "One taste will change your mind", directly addressed the issue, challenging people to try Nestea and decide for themselves - defined as making the move from "yuck" to "yum".

Data sourced from Warc