Pipe Dreams

Pipe Dreams

Kathia T. Martinez Acuna, Bradley W. Brooks, Steven M. Cox Journal of Case Studies
May 01, 2015
SKU: BUS-598

Region of the world: Asia - Pacific, Europe
Topic: Strategy & General Management, Marketing & Sales
Keywords: Dark humor, advertising, Keller’s Brand Equity Model, AIDA Model
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Hyundai Motor Company along with Innocean Worldwide, a marketing and Communications Company, released a video advertisement with the intention of promoting the Tucson iX35 and the automobile’s 100% water emissions. The video depicted a man taping a hose to a Hyundai iX35’s exhaust pipe into the cabin of the vehicle to commit suicide but failing because the vehicle’s emissions were 100% water. The video brought into question the effect of using dark humor in advertisement. This case illustrates the potential negative effect that a promotional campaign can have on a brand, on company reputation and on connecting with customers. In taking the role of Hyundai, students are asked to evaluate the unplanned effect of an advertisement and to develop a response (a possible solution) to the public’s negative reactions.

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