Driving perceptions for Hyundai

Client:
Hyundai

Services:
media, social, content, experiential

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Our brief from Hyundai over the last four years has been to drive a brand perception change, reinforcing innovation credentials, creating an emotional connection and reaching a new, younger, urban audience. A lot to do!

In 2018 the challenge was to launch the new generation Fuel Cell car – NEXO (a car that can clean the air around it – yes, really!) and promote Hyundai’s leadership in sustainable transport, against a back drop of scrutiny and scepticism around the automotive industry’s contribution to air quality problems.

We created ‘Clean Driving Month’ (a take on Clean Eating of course) and put Hyundai at the heart of the clean air debate in October.

We developed a jam packed schedule of integrated activity across PR, social and influencer marketing which included calling on drivers to be more mindful and stop swearing behind the wheel, a partnership with UCL to map the dirtiest route in London - which we then helped clean up with media and influencers behind the wheel.



We also conducted a unique demonstration to bring to life the air cleaning ability of the NEXO before taking to the streets, with Georgie Barrat from the Gadget Show to bring all that tech down to earth with simple, easy to understand and engaging content.

75 pieces of coverage and 900 kg of clean air later and Hyundai’s SOV and brand consideration metrics are firmly in the fast lane.

Another of our creative projects for Hyundai was our Streetcar Named Hyundai campaign to mark Hyundai Motor UK’s 10th anniversary. Put simply (it wasn’t!) we created new technology, mapped, drove, photographed and filmed all 16,500 streets in central London, in the zero emission Hyundai ix35 Fuel Cell car to create jaw dropping content, including a 200 second time lapse video of the 50-day drive, as well as a 650,000 pixelated image mural.

And finally, just because we never shirk a challenge, we also created The KONA 10, an endurance challenge to launch the compact SUV, the stunning new KONA. We took our insight and inspiration from Kona itself, the volcanic terrain in Hawaii, and conceptualised, packaged and built The KONA 10, an epic endurance and driving challenge involving adventurer Sophie Radcliffe and the car taking on the 10 most iconic volcanic ranges in the UK and Ireland. But with a catch. It had to be done in under 72 hours!

Mission accomplished!

real ideas

The NEXO is Hyundai’s technological flagship, a stylish SUV packed full of the latest innovation and a range of up to 414 miles


We conducted a unique demonstration to bring to life the air cleaning ability of the NEXO before taking to the streets, with Georgie Barrat from the Gadget Show to bring all that tech down to earth with simple, easy to understand and engaging content.

75 pieces of coverage and 900 kg of clean air later and Hyundai’s SOV and brand consideration metrics are firmly in the fast lane.

A LITTLE MORE...



More great ideas