Hyundai begins SuperStructure campaign
Hyundai Auto Canada of Markham, ON has begun an online promotion in support of its 2017 Elantra line of vehicles. The effort highlights the strength of the car's metal frame, which the company calls its "SuperStructure." The promotion demonstrates this strength by stacking seven additional cars, a weight of 12.6 metric tonnes, on top of an Elantra. The test was conducted in late February at Toronto-based decommissioned power station Hearn Generating Station. The occasion was used to take photographs for marketing use, film a television and cinema commercial, and gather materials for a digital presentation located at <http://www.hyundaicanada.com/superstrongelantra>.
"We've been communicating the concept of the SuperStructure for over a year now, so we felt it was time to put the frame to the ultimate test and really showcase the capabilities of what lies beneath the sheet metal of Hyundai vehicles," said Lawrence Hamilton, director of marketing at Hyundai Auto Canada. "It's one thing to say in marketing campaigns that the Elantra has a rigid and strong SuperStructure. It's entirely another to stack seven full cars on top of a bare frame to demonstrate how rigid the passenger cabin is. The Hyundai brand and its vehicles have scored exceptionally well in safety, quality and dependability studies conducted by third parties. The SuperStructure test is a way for us to communicate these attributes in a very dramatic way."