Hyundai
HYUNDAI
The Issue
On any automotive brand, the dealer body is hugely important. Their input and support are crucial to any long-term succes
The idea
Established a culture where the creative, account management, strategy and production teams collaborated and supported each other. This invigorated morale and infused the entire group with a sense of partnership. By doing that, we won the trust and respect of our clients at the dealer and national level. In turn, this led to effective and compelling work.
The Results
Hyundai sales consistently increased, setting monthly, quarterly, and annual records, for total sales, retail sales, and individual vehicle sales.
A few examples:
Record-Breaking February 2025 sales, total sales increased 3%
Record-Breaking January 2025 sales, total sales increased 15%
All-Time December, Q4 and 2024 sales records
Best-ever total and retail November sales, total sales increase 8%, retail climbs 15%
Record October 2024 sales, best-ever total and retail October sales, total sales increase 18%, retail climbs 15%
Record September and Q3 2024 sales, Hyundai sets best-ever Q3 retail sales
Record August 2024 sales, best-ever total and retail August sales, total sales increase 22%, retail climbs 28%
PROMO
Blind Date
The Professional
Road Trip
Intuit
We had an existing campaign for product promos and it was very effective. We made some slight changes, and over time we were eventually able to add a little more humanity and story to it. Both directions were very effective and compelling, just different.
Lay Low
Confession
Snowmobile
Florida Keys
GETAWAY SALES EVENT
We initially stayed very structured with the Getaway Sales Event campaign to build equity. Then, we began to make small changes in some of the elements. When the time came to reinvent it, the campaign became more about how amazing the deals are, and how people feel guilty about getting them. The new campaign was a hit with consumers and dealers alike, and more are in production.
Donuts
Let That Sink In
Kick The Tires
HYUNDAI CERTIFIED USED VEHICLES
We were asked to refresh Hyundai Certified Used Vehicles with a very small budget and a large list of support points. Rather than do a big :30 spot and cram everything in, we did a series of :15’s that each revolved around one of the HCUV support points. We used existing footage of the vehicles and shot with a content creator to do some fun interior moments to pay off the ideas.
OOH
Outdoor board headlines in the automotive category tend to be the name of the vehicle and maybe a price. We approached this assignment as a chance to tell people a little more than just than that.
MINNESOTA AUTO SHOW
Elevators and floor posters aren’t really high-profile assignments, but that doesn’t mean they can’t have high-profile ideas. When you approach every assignment as though it’s the most important assignment around, great things can happen. And fun, smart thinking like this helped Hyundai make a powerful impression at the Minnesota Auto Show.
SPORTS SPONSORSHIPS
We revamped the sports sponsorship work to be more connected to consumers and less of a hard sell. We built the campaign around the idea that we understood and supported the passion people have for their favorite team. The “Joy is” campaign tied in with our national tagline. When that line changed, we adjusted to the “Official sponsor” fandom direction. Both were especially popular with many of the regional dealer groups. We did 30-40 of these a year, with hundreds of deliverables total.