James Whatley on “Hyundai – a missed opportunity?”

Posted by James Whatley
on 15th June 2010
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TVAt 1000heads we have specific ethical policies when it comes to problems, faults and issues. We try as hard as we can to not simply flag mistakes or accidents with no context, but to build on them and provide solutions.

Which leads us to the recent ITV1 HD England World Cup debacle, as per the video below.

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(Ed’s note. As per James’ comment below, ITV has had this clip of Saturday’s game removed from YouTube, but we’ve left it here as it’s important to remain transparent.)

There is an old saying that states that there’s no such thing as a problem, only opportunity. In this instance, the opportunity falls to Hyundai, which was – inadvertently – thrust front and centre during one of the biggest broadcasting mistakes of this decade. Even though it’s not the carmaker’s fault, the brand has faced the scorn of millions after its advert was played on ITV1’s HD channel at the exact same moment that Steve Gerrard scored his fantastic goal on Saturday.

If Hyundai were your client, what would you do? What should you do? Consider a second advert with the sentiment as follows.

“Instead of the goal you wanted to see, you saw us. To compensate, for every Hyundai bought between now and the end of the World Cup, we’ll spec out each purchase to the hilt. Buy a basic model and we’ll add air conditioning, sunroof, alloys… you name it, it’s yours. That’s how sorry we are and THAT is how much you mean to us.”

This could be placed into full-page adverts, personalised letters to football fans, a Facebook group – the works. Why not create a television spot that – at the point that you’d imagine you’d be shown the car – shows the goal instead!

ITV’s reputation has been damaged negatively, but the opportunity for Hyundai to capitalise on this rather unfortunate situation is huge.

Obviously, Hyundai would probably respond to this idea by saying; ‘that’ll cost us a fortune’. And yes, that’s true in the short-term, but the long-term gain is almost incalculable.

Consumers stick with brands they love for life. Forever, Hyundai would be known as the car manufacturer that did good, as the brand that made it right and the company that provided people with air conditioning slap-bang in the middle of the summer, regardless of the cost.

Recent comments
  • Allan DDB
    Great post, and an interesting view. I whilst I know an approach like this makes a lot of sense for some brands, it's benefits far outweigh the disadvantages for some companies.

    Danny correctly points out the Tic Tac example above, and whilst it works well for an FMCG brand, an auto brand is a whole different ball game (pardon the pun).

    The relationship most consumers hold with a car and a box of mints is completely different. Do people really feel that engaged with a box of mints? It's a flippant purchase, yet consumers will spend weeks, or even months creating a relationship with an auto brand (at a global, and local retailer level) and consider several options before making a purchase. Therefore there are different consumers expectations of how these brands will behave.

    Obviously I'm not saying relationship marketing doesn't play a role in car sales (it clearly does) - and if the Toyota situation showed us anything it was that consumers want car brands to be responsible and trustworthy. However when you factor in the cost and the likelyhood of the uplift in sales (even long term) I cant see there being a benefit in such a tactical and reactionary response.
  • It's a great idea, in theory, but it's not as simple as that (for a start it would have required Hyundai acting immediately, and I'm not sure that right from the off they knew how much this might affect them). But a lot of those ads are already paid for. A lot of them have already gone to print and it won't be possible to change them. So instead, you get a half-hearted campaign in three weeks time.

    For this idea to work, we'd need to be seeing it now, on a large scale. And that just won't happen. Not in the short term. I don't know if I want to see a TV ad that was bashed together in a couple of days. And I certainly won't care about the adverts in a month when I'm reading a magazine. Sure, their online ads could change, but as that's where most budgets are being slashed at the moment, it's unlikely. And it's not as easy as you suggest for companies to magic up money for an area that's got a budget freeze on it. Even if it's probably the right thing to do.

    I like the idea, but having worked in advertising in a previous life, I don't think it's as simple as you're suggesting.
  • I have to agree with Rep_Online on this one Sian; although it isn't *easy* to turn things around this quickly, it's certainly doable - both with professionalism and flair. You need the right talent to do it, yes - but with enough effort anything is possible.

    There are many, many examples and case studies of brands who've managed this kind of turnaround. Hyundai doesn't have to be any different. But remember we're not talking about solving problems here, it's about capitalising on opportunity.
  • Of course you agree, you wrote the post ;-) You're right, it's possible, and probably should happen. But aside from cost, this post doesn't really acknowledge just how difficult it would be and I think it should. I don't think cost is the only issue here. As I say, I like the idea, and I like the way of thinking, but I don't think it's as easy as you're making it sound. There's nothing to say that the brand haven't considered this approach, but the cost of this idea wouldn't be the only reason they didn't do it.
  • ReputationOnline
    Unless brands step up and put their necks out (like Marmite, who have been *investing* in the creation of negative sentiment around their own product!) - nothing will ever change.

    Food for thought: http://blaisegv.posterous.com/anti-creativity-checklist-1

    VC
  • ReputationOnline
    Weeklies? Dailies? Still possible...

    "That just won't happen".. because the brand hasn't even considered it.

    Hate to say it, but your attitude is exactly why it's not happening!

    VC
  • Interesting to note that ITV have 'claimed' the copyright footage so the offending video has been removed.
    Apologies folks, obviously ITV don't want you all to see their mistake.

    Well, for those that missed it, ITV played a Hyundai advert over the opening goal of the England V USA match.
    If anyone has another copy of the video, it'd be greatly appreciated.

    Cheers.

    The wonders of Twitter -

    Vimeo - http://vimeo.com/12530275
    YouTube - http://www.youtube.com/watch?v=HvAn8gXBrRU
  • Come on all you guru's!!! Isn't it obvious what should be done? Hyundai, use the same format to recreate the goal that was missed. Down to the passing, the marking, the goal and the celebration. The cars should be in the respective colours, with same squad numbers and names as the players. The spectators should be invited from ITV HD subscribers (I'm one Mr Hyundai) and can celebrate the goal they missed and blow their ITV and Hyundai "I didn't miss the goal after all" vuvuzelas to their hearts content. Get James Cordon as the ref (as part of his World Cup contract) and everyone will be laughing. This should be a 30 second ad' shown at half time during the Algeria or Slovenia game. Mr Hyundai, ITV, James you can have that Twanker's consultancy for free. Finally.....C'MON ENGLAND!!!
  • Hurrah! Great idea Tommy, you should do this for a living...

    oh wait ;)
  • This is the only way to respond to negativity whether it is social or real world, the trust and emotional relationship we have with brands as consumers is so fickle that any small problem can break that bond forever. Negativity is the perfect opportunity to engage on a 1-2-1 basis with your targets and customers, follow the Zappos theory and just do what is right in the long term. Take it to the max and over commit, set up Hyundai screening sessions around the UK for the afternoon England game, invite people socially, give them free beer and food, give people a special memorable moment, to replace the missed goal.. Just my humble opinion
  • "Right now, if Hyundai isn't even listening then it has an even bigger problem, let alone having the right staff/agency in place to activate..."

    Sounds like they've been talking to Peter Morgan at Rolls Royce....
    http://blog.escherman.com/2010/06/06/rolls-royce-corporate-comms-director-%E2%80%9Csocial-media-is-a-complete-waste-of-time%E2%80%9D/
  • Nice post James, I see you're putting your annoyance at missing the goal towards something constructive. That tic tac example is the work of a very smart person - you're right, it's about seeing opportunities, not problems.
  • AshRead
    I would like to see Hyundai respond with something simple and say "As you saw our advert instead of a goal, we're going to show you a goal instead of our advert." This could be extended as far as they wanted, maybe even into sponsoring the online highlights and goals we see on certain sites.

    The football market is clearly one that interests Hyundai due to their World Cup sponsorship/advertising and as you say I this has thrust a big opportunity upon them.
  • That's EXACTLY the kind of thing I'm talking about. Good skills.
  • Mike42
    Like it. I really do.

    When my company's hollowed-out volcano casts a cloud of ash over London this summer, we'll hire you to flog people cut-price pumice stones as a way of saying sorry ;-)

    (hang on...)
  • See, already you've missed the point. It's not about 'flogging', it's about apologising and *adding value*.
    Let me know about that volcano...

  • Mike42
    Ah, but it's all about flogging in the end. What you do is *add value* to the flogging process.

    Or are Hyundai in the car business just for kicks? I get it, I really do.

    We were unhappy with our new sofa.com sofa. Cushions too saggy we thought. They said 'Sorry, can't change them as they are duck down on that model and any replacement will look the same, but how about a few free throw cushions from our range?' Smart. We're happy, they have a customer who will retell the story to visitors that otherwise would have been lost, advertising good CS and products. At the cost price of 2 cushions. The alternative was us bitching to everyone we know about sofa.com.
  • DING DING DING DING DING! ;)
  • James
    Nice post - and I wish the 'constructive solution' tone was adopted more.
    Your idea definitely has merit - in such a competitive marketplace any opportunity should be jumped on by brands.
    I have had a think about other obstacles in addition to money that perhaps prevented a response...not many jumped out at me as insurmountable.
    I'd imagine the main obstacle was corp affairs / brand - they may have posed the question: "Why get involved with a screw up that wasn't our fault?"
    Which is a fair point - but coming back to your original point, turning a possible negative into a buzz worthy positive may have been a good route for them to take (pardon the terrible pun!!)
    Adam
  • Thanks for kind words Adam. More often than not we find that the even the staunchest of detractors can be won over to advocacy with the right creative engagement. Obviously you need the right tools and the right team. Right now, if Hyundai isn't even listening then it has an even bigger problem, let alone having the right staff/agency in place to activate...

    Regarding the ethic, thanks again - what can I say? It's a 1000heads thing ;)


  • It's very similar to the previous incident that plagued ITV last year when a TicTac advert interrupted a goal at the end of a match. Tic Tac responded with a nice little viral - http://www.youtube.com/watch?v=evkrLX8Vltk
  • Hadn't seen that Danny, cheers. I wonder if Hyundai could be that savvy...
  • Excellent post and well said. Put into words exactly what I've thought. It's seemed ridiculous that Hyundai's got so much flack for this, but on that basis the opportunity to capitalise is massive. They've missed a huge opportunity and the longer they leave it the less impact it's going to have.
  • They may not have missed it *yet*, the World Cup is far from over... But you'd hope that someone creative somewhere is banging on a door as we speak trying to get this idea (or something similar) pushed through.

    I guess we'll have to wait and see :)
  • Valid points indeed, in any negative focus the brand or affected party has to look at the upside, how to turn it around to bring the customer base back, gain their respect again and look at how to retain and develop that over the years, how good would it be for Hyundai to be the one that stated it was truly truly sorry to the footballing public. Enjoyed the post and thinking rationale indeed, more more...
  • Thanks Stewart, I'll keep 'em coming!

    (That is if Reputation Online will have me back)

    ;)
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