Hyundai Motor UK has renewed and expanded its exclusive automotive sponsorship of new Prime Original movies on Prime Video in the UK.
The 12-month campaign began on 1 October and features Hyundai models across Prime Video, Fire TV, online video and display advertising.
Ashley Andrew, CEO and President, Hyundai Motor UK, said: “Our collaboration with Amazon Ads and Prime Video has proved to be a powerful way to connect with audiences in innovative and impactful ways.
“As exclusive sponsor of Prime Original movies in the UK, Hyundai has been able to stay front of mind during some of Prime Video’s most engaging entertainment moments, while reaching audiences beyond traditional TV.
“Following a successful first year, renewing the partnership allows us to build on that momentum and further showcase Hyundai’s award-winning range of electric and hybrid vehicles, with the campaign set to include the newly launched IONIQ 3, to audiences across the UK.”
In its second year, the renewed sponsorship will feature 25% more new Prime Original movies.
The sponsorship also features a curated back catalogue where Hyundai will be the only sponsors to appear before the film begins.
The first year consistently delivered double-digit brand lift. An independent Dynata study recorded increases of up to 24 percentage points in ad awareness, up to 23 percentage points in brand consideration and up to 25 percentage points in brand favourability.
A separate cross-media study by AudienceProject, conducted between May and July, found that 60% of the audience reached by the sponsorship was incremental to Hyundai’s wider campaign.
Phil Christer, managing director, UK, Amazon Ads, said: “Hyundai was the first brand to develop a full-year sponsorship with Prime Original movies in the UK, and the fact it has been renewed for a second year shows the impact we’ve seen together.
“The results held up every quarter, with every audience, and crucially reached audience the wider campaign was not able to.
It shows that aligning brands with genuinely engaged audiences delivers real business outcomes, and we’re excited to see what this new campaign will deliver.”
