Advertising Message Strategy Analysis: Hyundai Tucson

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Q : As a Creative, what do you think should be the Message Strategy for the ‘Hyundai Tucson launch’ ad, and for the Amul repositioning ad?
About the product:
The Hyundai Tucson is a compact Sports Utility Vehicle named after the city of Tucson (pronounced ‘Two-Sawn’), Arizona. It was launched in 2004 (first generation 2004-2009).
The second generation of the vehicle is the Hyundai ix35 .The ix35's styling was reported to be based on Hyundai ix-onic concept and is marketed as “fluidic sculpture”. The power output, fuel-efficiency, comfort and safety features have been all upgraded.
The vehicle has consistently been winning awards for safety (‘Top Safety Pick' award from Insurance Institute for Highway Safety (IIHS) in the US, most reliable vehicles from 2009 Consumer Reports reliability survey).

The Message Strategy:
The focus should be on the rugged quality of the car.
Being a compact SUV, the comfort and safety should be emphasized. Quality is another parameter that Hyundai is known for, hence it must figure in the words used in the advertisements.
Words/Phrases to be used:
Idea 1:
All new Hyundai Tucson:
Your
Sexy
Utility
Vehicle
Graphic/Visual : A side profile of the Vehicle. The picture must be glossy, and the sleekness and design should be the focus.
The company’s logo should be prominently placed in the top left corner, along with the corporate tagline ‘ new thinking, new possibilities’.

Idea 2:
Visual: Have a picture of the vehicle scaling an unknown peak.
The company’s logo should be prominently placed in the top left corner, along with the corporate tagline ‘new thinking, new possibilities’.
Headline: Discover the unknown

Details of the campaign:
In order to have a successful launch, an ‘event’ should be held in the major cities where Hyundai has a strong brand presence.
There must be a synchronized print media campaign that should run in prominent auto magazines/ men’s magazines/ general interest magazines to create a

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