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Hyundai
How The New Hyundai Veloster & A Re-Imagined Launch Impacted Culture

RAN IN: United States

CLIENT
Hyundai Motor America

Steve Shannon - VP, Mktg.

AGENCY
Innocean Worldwide *Lead Agency

Valencia Gayles - VP, Acct. Director
Brian Betts - Director, Integrated Planning
Tom Pettus - VP, Creative Director
Scott Muckenthaler - Creative Director
James Zayti - Media Director


GreenLight Media & Marketing

Dominic Sandifer - President, Managing Partner
Steve Bender - Partner, VP of Content Strategy
Nick Davidge - Executive Creative Director


Initiative

Jason Croddy - Media Supervisor


H360 Group


The Agency Inside Harte-Hanks


SUMMARY

Hyundais desire to move from value to valuable and gain sales share with younger buyers came to a head with the launch of the sporty Hyundai Veloster. To connect with younger buyers, Hyundai positioned the Veloster as creative partner brought to life by a series of original content aimed to challenge the young creative class to re-imagine their passion points. The successful launch created across-the-board gains in emotional imagery, generated 100% ROI through earned media, and achieved the highest sales share in the category with Velosters young target.

CASE STUDY

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CASE VIDEO


Hero Medium: Social Networking Applications

Medium Featured On Video: TV, Interactive, Social Networking Sites/Applications, Mobile/Tablet, Print, OOH, PR, Cinema, Guerrilla, Events

Audience: New Audience, Brand Influencers, Young Men (20-35), Young Women (20-35)

Objectives: Gain new customers

Type: Business to Consumer

Classification: National

Language: English