Hyundai partners with CNN for 'Live Brilliant' campaign

The six-month agreement encompasses billboards (in the TV context, this means 10-second "brought to you by" messages during a show), 30-second TVC spots around signature programming, and sponsorship of daily segments within shows, according to CNN. In addition to Amanpour and Piers Morgan Tonight, the campaign also extends into the primetime show World Report, which airs in Asia-Pacific, as well as programming on CNN in the US and the broadcaster's Spanish channel.

"CNN’s core personalities and signature programming are unrivalled in the intelligence and insights they deliver to viewers around the world,” Tony Maddox, executive vice-president and managing director of CNN International, said in a statement. "This exciting collaboration with an influential global brand like HMC reinforces the unique value and quality of our content."

Won Hong Cho, chief marketing officer of Hyundai Motor Company said the brand saw a perfect fit between CNN's quality programming and Hyundai’s brand direction of ‘Modern Premium’ through ‘New Thinking. New Possibilities’.

The automaker launched its 'Live Brilliant' campaign on 3 April with the stated goal of becoming "the most beloved automotive company in the world, rather than the largest." 

Unlike previous regional efforts, the new campaign is the company’s first worldwide brand campaign. The company said it analyzed customers’ characteristics and lifestyles to determine what they wanted and expected from a car to devise the communication strategy. The campaign reinforces the concept of brilliance not only by showing off how the vehicles make customers’ lives brighter, but also through the use of shiny visuals such as sunshine and moonlight, according to Hyundai. The campaign features four short-film episodes with the themes of Self, Love, Friendship and Family, directed by award-winning director Juergen Bollmeyer. It will also include print and digital media.