The Hyundai Motor Company launched its first black American marketing campaign, dubbed OKAY Hyundai, last week after partnering with a black-owned marketing agency.
Hyundai hired Maryland-based Culture Brands in May with the goal of “being more strategic, focused and authentic in the way we communicate with African-American consumers.” Erik Thomas, the automaker’s group senior director for experiential and multicultural marketing said according to the New Pittsburgh Courier.
ââ¦ We seek to continue to connect with people on their own terms and in a relevant way. As we increase our share of voice with the African American market and communicate successfully, we anticipate that sales growth will follow, âadded Thomas.
The OKAY Hyundai campaign will feature two of Hyundai’s plug-in hybrid vehicles on radio, television and social media.
According to Hyundai, the campaign focuses on a less is more approach and efficiency is what matters. It also shows how the African American community recognizes and praises someone with just one word.
“OKAY is defined as a word used to express assent, agreement or acceptance” Eunique Jones GibsonCulture Brands CEO and chief creative officer said in a statement. âIn the African American community, putting OKAY before anything is the epitome of how things worth noting are recognized. Together, it’s the perfect nod to Hyundai and our potential buyers.