CLIENT
Hyundai Motor America
Joel Ewanick, Marketing VP
AGENCY
Goodby, Silverstein & Partners *Lead Agency
Matt Herrmann, Deputy Director of Brand Strategy
Todd Grantham, Associate Director of Account Management
Cris Logan, Art Director
Thomas Kemeny, Copywriter
Jim Elliott, Creative Director
Susan Ogren, Account Manager
Dino Spadavecchia, Senior Art Director
Alex Flint, Senior Copywriter
Chris Bruyere, Account Director
Initiative
SUMMARY
In January 2009, in the depths of America's worst economy since the Great Depression, while every other major automotive manufacturer was facing huge losses, Hyundai managed to sell 14% more cars than the same period in 2008. Instead of blindly pumping sheet metal and price, Hyundai explicitly took the economic context into consideration and approached the problem from the consumers' perspective. The Assurance campaign bolstered consumer confidence by removing the financial risk from buying a new car, and as a result, drove positive brand perception as well as sales.
