Campaign of the Week: Hyundai Blind Spot Ads Emphasize Safety

Hyundai recently released a series of print ads that call attention to some of the safety features included with the company’s vehicles. The Hyundai blind spot ads show just how easy it can be to miss small vehicles in your blind spot. And they also mention the company’s “no-zone” sensors, which can help improve vehicle safety. So what do automotive consumers think about the ads? We asked 1,000 respondents on August 29-30 about their thoughts on Hyundai and the company’s blind spot ads.

hyundai blind spot ads

Automotive Consumers

In Ask Your Target Market’s latest survey, 69% of respondents said that they currently own or lease a vehicle. 13% said they have in the past. And 18% have never bought or leased a vehicle. Of those who have owned vehicles, just 8% said that they currently drive a Hyundai. And 13% have at least driven one in the past.

Looking forward, 52% of respondents said that they are at least somewhat likely to buy or lease another vehicle at some point in the future. And advertising like Hyundai’s could play a big role in those future buying decisions, as 56% said that they’ve seen advertisements for automotive brands in the past week.

Hyundai Blind Spot Ads

Of those who are likely to buy or lease vehicles in the future, 5% said that they would be certain or practically certain about choosing Hyundai for their next vehicle purchase. Of those who viewed one of Hyundai’s blind spot ads, 6% said they would be certain or practically certain about choosing Hyundai for their next vehicle purchase.

In addition, 51% of those who viewed the ad said that safety is very important to them when considering vehicle purchases. 29% said that safety is important. And 12% said it’s somewhat important. 7% were neutral, and just 2% said that safety is unimportant to them. Of those who ranked safety as very important when considering vehicle purchases, 9% said they would be certain or practically certain about choosing Hyundai for their next vehicle purchase.

Brand Attributes

Overall, consumers seem to see Hyundai as a brand that’s most associated with value. But Volvo ranked higher among consumers in terms of safety. The ad didn’t have much of an impact on Hyundai’s image in terms of safety or value. But those who viewed the ad were more likely to see Hyundai as a brand that reflects the kind of person they are. They were also slightly less likely to associate Volvo with safety.

Key Takeaways

The Hyundai blind spot ads made a very small impact on consumers’ buying decisions as a whole. But appealing to people’s sense of safety does seem to be a good route to take. In fact, those who really value safety in their vehicle purchases were more likely to be impacted by the ads. And the vast majority of car buyers value safety on some level. However, the ads didn’t make many consumers feel that Hyundai vehicles were much safer than other options, though they did seem to get a sense of the brand’s values from the ads. So perhaps it could be more effective to put a larger emphasis on the actual safety features of the vehicles, rather than just including that information in the footnotes of the ad. Additionally, taking a more blunt approach to call attention to the company’s strong history of safety features, including actual examples, could potentially be even more effective.

You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.

Photo Credit: Hyundai by Nacho under CC BY 2.0

What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on August 29-30 via AYTM’s online survey panel.

Anne Pilon brings 3 years experience to AYTM as a blogger and journalist. She has a degree in journalism and marketing communications from Columbia College in Chicago and enjoys writing about business, marketing, social media, and art.