THE PROBLEM TO SOLVE

Hyundai has long built its brand through its product, but had neglected to tell people “why Hyundai.” Without new product news at an important media moment, we needed to find the right brand story to accelerate brand perceptions.

The insight

A reputation hangover prevented many from even considering the brand, despite major improvements in product lineup, safety, technology and design. Hyundai became America’s best in many ways… and they were just getting started.

After testing a range of brand messages, it was clear that safety awards were the most surprising and compelling. Hyundai had accumulated over 120 IIHS Top Safety Pick awards since 2006 - yet safety perceptions lagged key competitors.

the solution

Show off the Hyundai you didn’t know with safety awards.