Sydney, Australia – Hyundai, in partnership with Innocean Australia, FINCH, and Maker Real has launched a new reality TV show, ‘The Big Trip’, showcasing its range of electric and hybrid vehicles.
The reality show will be a four-part series following four teams of celebrities as they embark on a journey from Perth to Sydney. The teams, composed of comedians, atheletes, and actors, will undergo challenges on the road while highlighting the brand’s spirit of trying.
Hosted by comedian Dave Thornton, the show introduces a new format combining the themes of community and car challenges. Winners will get the chance to give away the four cars to their fans.
The show aims to highlight the capabilities of Hyundai’s electric and hybrid vehicles, such as the IONIQ 5 N, Kona Electric, SANTA FE Hybrid, and TUCSON Hybrid N Line. By putting these vehicles to the test on a road trip, Hyundai is set to demonstrate their features.
An integrated campaign will also be released across social media, television, and OOH.
The Big Trip premiered on the Seven Network on Nov. 13, airing every Wednesday at 8:30 p.m. until Dec. 4. It is also available for streaming on 7plus.
Andrew Tuitahi, Hyundai director of marketing and product, said, “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.”
“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,” Adam Hosfal, managing partner at Innocean, commented.
Loren Bradley, head of FINCH Entertainment, said, “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.”
