Hyundai Australia has embarked on a new marketing journey with the launch of its brand campaign and prime-time TV series, 'The Big Trip'. The series, a first for the car company, is a collaborative effort between Innocean Australia, FINCH, and Maker Real. This follows the success of Hyundai’s 'Have you tried it' brand campaign in 2022.

'The Big Trip' transforms an epic road trip from Perth to Sydney into a four-part reality show and brand campaign. The series showcases Hyundai's electric and hybrid vehicles and pits four teams of celebrities against each other in challenges designed to embody the spirit of road tripping and Hyundai’s spirit of trying. The show is hosted by comedian Dave Thornton, with the winners giving away all four cars to their followers and fans.

The campaign includes a social media splash featuring behind-the-scenes footage, out-of-home, and a suite of brand ads hitting TV and cinema. The series premiered on the Seven Network on 13th November, with episodes airing every Wednesday at 8:30 pm and culminating with a finale on 4th December at 7:30 pm.

"Multi-channel brand campaigns are one thing, but collaborating on a TV show in an iconic environment, showing our incredible product line up while also paying homage to Australian culture, took immense effort on behalf of everyone involved including our Marketing team. It’s testament to our ambitions as a brand in Australia," said Andrew Tuitahi, Hyundai Director of Marketing and Product.

Adam Hosfal, Managing Partner at Innocean, added, "Extending the fourth wall beyond advertising and into entertainment is where a brand can unaffectedly express itself, but so few do it. With the combined upshot of brave clients, media sharing a desk with creative, and an unfaltering brand strategy, the possibilities are endless, and not least powerful. Driving a fleet of EVs and hybrids across Australia to create multiple campaigns, while making a prime-time TV show, is testament to the best creative and media minds coming together."

Loren Bradley, Head of FINCH Entertainment, also commented on the collaboration, "Our collaboration with Hyundai and Innocean to create this fun format reflects our commitment to fresh and entertaining storytelling. ‘The Big Trip’ is a perfect example of how brands can show up differently for audiences, a concept that we are so excited by at FINCH Entertainment."