When it comes to dreams, nothing beats the affairs of the heart. What moves us, inspires us and changes us is all there... one beat away from the next. It makes us take a giant leap into the realms of aspirations and nurtures the very spirit that guides us through its pitfalls.
Under this notion comes TBWA\Dominicana's most recent campaign for Hyundai.
"El motor que me mueve" - loosely translated as "The engine that drives me"- is based on the notion that we all have something that drives us to a higher purpose. Hyundai's positioning in Dominican Republic stems from it's slogan "Hyundai- Es ir más lejos" ("Hyundai- To go beyond"), making it a brand that sells the idea and means through which you can gain more out of life.
"The campaign intends to be an analogy between man and machine. Vehicles have engines that take us further, whereas humans have the will that feeds from the heart and feelings." Fernando Muñoz*, Senior Copywriter for the account, says his inspiration came from his daughter Mia, the force behind his dreams.
The creative and production team quickly came up with three distinct but perfect examples of individuals that have succeeded in different areas of life- Mahatma Gandhi, Adriana Macías and Osvaldo Virgil.
Days before the launch, a website with the hashtag #elmotorquememueve and a timer anounced the countdown towards the big day. Expectation and speculation mounted over who or what would be announced, drawing people into the site www.elmotorquememueve.com, instigating curiosity and interest.
Finally, on August 1st, people were able to see the spot, which instantaneously inspired people to write on Twitter and Facebook with the hashtag, sharing their personal "engine that drives them" in life. Check out the thread of comments here and the ad, below: (in Spanish)
We go beyond our dreams when our heart steers us towards them. Just as Hyundai does for everyone that drives what's imprinted with its spirit.